Stuttgart, December 8, 2022. Five months on tour: 35 days on the road. 28 stops in cities including Munich, Cologne, Hamburg, and Leipzig. More than 10,000 kilometers traveled. Around 5,000 visitors from the trades. And one satisfied customer. That was the Bosch PRO Tour 2022 in a nutshell. The concept and execution of the roadshow were developed by follow red, the Stuttgart-based communications agency specializing in live experiences and brand communication. The tour will continue through at least the end of 2023.
One truck, several support vehicles, three countries, and eight trades—with the concept and execution of the Bosch PRO Tour, the Stuttgart-based communications experts at follow red created a truly unique experience for tradespeople: Whether for construction, electrical engineering, woodworking, or industrial metalworking—at a total of six application-oriented experience stations, exhibits, and digital elements, skilled trades professionals get to experience and evaluate Bosch Professional’s high-performance cordless tools in a unique live setting. No wish goes unfulfilled: among other things, participants can saw, drill, and sand to their hearts’ content—exactly what the professional “craftsman’s and craftswoman’s heart” desires.
Follow Red is responsible for the tour concept as well as the production of all activities. This also includes outfitting the show truck and planning the tour, as well as designing and overseeing the production of the exhibits and interactive elements across the more than 200-square-meter space. This also encompasses the planning and management of logistics and outdoor staff. One of the highlights there is a custom-built, branded food truck equipped specifically for the tour’s needs—and it’s not just the food that impresses. Rather, it serves as a place for visitors to interact with one another and discuss the impressions they gained inside the show truck afterward.
“After the budget was approved, we spent two months refining the roadshow concept. It was particularly important to us to make the demonstrations as realistic as possible so that we could engage the target audience—professional tradespeople—in their everyday work environments,” says Sebastian Hüther, Group Head of Events at follow red. “We collaborated very closely with our client, Bosch Power Tools, to gain as thorough an understanding as possible of the products and their strengths. Based on this, we had realistic exhibits built to create an authentic brand experience for professionals, crafted by professionals.”
Roadshow Expertise with a Long History
With the Bosch PRO Tour, follow red is on familiar ground. “Roadshows are deeply rooted in our DNA—that’s where we come from,” says Sebastian Wiese, managing partner at follow red. “Starting with the 1997 Coca-Cola Christmas Tour, which was developed in-house, we have since built up decades of experience in this field and have executed a wide variety of roadshows with diverse requirements for a broad range of target audiences. We are therefore very pleased that Bosch Power Tools is relying on our expertise for its innovative, high-performance cordless tools.” A total of approximately 100 days of operations are planned for the tour in 2023. The tour will continue starting in January 2023.
For more information about the Bosch PRO Tour and upcoming dates: www.bosch-professionals.com
A glimpse into the world of the Bosch PRO Tour: Here
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