Stop the Roadkill is a music video that took a little known statistic about roadkill and created a first of its kind musical adventure. The music is 100% original and features five zombie animals coming back to life with a catchy song and dance about the dangers of not seeing what’s ahead when driving. By partnering with The Human Society of the United States, Bosch took a stand for a cause in a refreshing and unique way, while also showcasing the upmost importance of keeping your wiper blades up to date.

The campaign launched the first week of December with a media and PR push to create immediate buzz.

Teaser videos ran on cable TV to drive consumers to the Bosch microsite, where the video lived. We strategically selected networks where our audience was tuning in daily (i.e. NFL, Discovery, The Weather Channel).

Across digital, the video ran on pre-roll and in interactive digital units to engage one-to-one conversation with the right audience at the right time.

Social platforms were leveraged to motivate chatter during a time when our audience is most willing to converse and share content with, not only, the full video but teaser content.

A few weeks into the campaign, we kept the momentum by working with Buzzfeed to create custom content designed to inherently be social and sharable. Custom social posts were crafted to promote the branded content through native ads across social networks.

The campaign achieved it’s goal of 1MM views in just 6 weeks with strong engagement across it’s YouTube channel and social platforms. The video garnered 7,895 likes or highly engaging comments on the YouTube page along and over 1.8MM unique interactions across social.

With over 230MM PR & Digital impressions, Stop the Roadkill is the most successful digital campaign in Bosch history to date.