Bosch Building Solutions

B2B marketing: awareness campaign

An iceberg drifts in the sea and forms complex structures beneath the water's surface to symbolise resilience.

The challenge

Bosch Building Solutions develops security concepts for companies that are part of critical infrastructure. These include energy producers, waterworks, transport, and traffic infrastructure, telecommunications providers, and financial companies. A new EU law (KRITIS Umbrella Law) requires these companies to invest even more in their resilience.

Flavour Kommunikation was asked to raise awareness for Bosch as an experienced technical partner for the protection of critical infrastructure.

Enlarging the iceberg reveals structures that are otherwise invisible – similar to critical infrastructure.

Blue background with the text: critical infrastructure is not a shallow topic for us.

Ein Screenshot der KRITIS-Website von Bosch Building Solutions mit der Headline „Das neue KRITIS-Dachgesetz geht tiefer”.

Services

Development of campaign idea
Landing page
Ads in specialist media
Image composing for key visuals
Advertorials
LinkedIn posts
Promotional materials for events

To visualise the social media extension of the KRITIS campaign, a mobile phone with a LinkedIn post is shown.

An engineer wearing a helmet and high-visibility vest checks important physical resilience parameters on his tablet in an industrial plant.

Infographic of a five-step carousel ad with the iceberg visual on a mobile phone screen.

The Flavour idea

The best example of resilience is nature. It symbolises strength, resistance, and sustainable, intelligent structures. It often consists of complex systems that need special protection. So nature has developed intelligent mechanisms to reinforce its resilience.

By incorporating nature visuals as symbols for critical infrastructure, we surprise the viewers, as they wouldn’t expect these in a technical context.

Print ad visual from the KRITIS campaign: Beneath a drifting iceberg the headline

Flyer from the KRITIS campaign featuring an iceberg visual. On the back, entrepreneurs can do a KRITIS check.

A large industrial building as a symbol for companies that are part of critical infrastructure.

The effect

Supported by traffic drivers on LinkedIn, the landing page became an important source of information for KRITIS companies. The campaign was very well received in comments on social media, at trade fairs, and events. With this campaign, Bosch Building Solutions is emphasising its position as an innovative opinion leader.

A honeycomb as a symbol of a complex structure worthy of protection.

Green background with text: Security is in our nature.

Six wind turbines on agricultural land are an example of critical infrastructure in the energy sector.

Michi has rested his chin on his hand and is talking to someone across from him

“Nature as a metaphor for critical infrastructure makes the abstract concept of ‘resilience’ tangible and evokes emotion.”
Michael Streifeneder
Media designer

Collage of several advertising materials from the Bosch KRITIS campaign with the honeycomb visual.

Flyer from the KRITIS campaign with the honeycomb visual – for distribution to trade fair visitors.

Full-page advertisement from the KRITIS campaign with a honeycomb visual and the headline

Nächstes Projekt