The market launch from another galaxy:
Bosch Rexroth
The market launch from another galaxy:
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Tightening? Sure thing! We launch the NEXO for safety-critical tightening technology
BRIEF
There is hardly anyone who has not tightened a screw at least once. The average Joe usually uses an ordinary hand screwdriver. Hobby mechanics like to use cordless screwdrivers – professionals usually use even more powerful cordless drill drivers. As a layman, you might think this is the line’s end. But far from it: modern industrial production lines use screwdrivers to fulfil even higher demands.
CHALLENGE
With the hand-held NEXO pistol and angle screwdrivers, Bosch Rexroth has launched a genuine innovation onto the market. The wireless cordless screwdrivers for safety-critical screw connections are almost more computer than tool. They have 4-core processors, WiFi modules, camera-based scanners and much more. The challenge was to show that these screwdrivers have revolutionary technology – without simply saying that these screwdrivers have revolutionary technology.
SOLUTION
True to the principle of good communication, show, don’t tell, we don’t just rattle off product features, but present the NEXO cordless screwdriver as an innovation that is light years ahead. To do this, we have taken the tool out of the assembly halls and into space, where its futuristic design makes it look like high-tech from another galaxy. The NEXO has not only revolutionized assembly technology, but also redefined product communication. Due to the success of our campaign, Bosch Rexroth is now using the space theme for further product launches.
