As wipers are relatively cheap with low brand loyalty, we decided to target those cars that were parked near Bosch stores to generate immediate response. Our thinking approach is driven by Simplicity, Engagement and Reward.

We placed scratch cards under the wipers with an image of the blurred windscreen due to heavy rain and with the message "Scratch and See". Upon scratching the card, a clear screen is revealed and you notice a cyclist who was not visible before, with the message, “Don’t trust your luck. Change your wipers before it’s too late."

Because implementation is 29th April, we do not yet have results.