Introduction
When Bosch introduced its innovative product to North America, the eBike market was just getting started and faced strong skepticism. ECHOS was selected as agency of record and served the brand with public relations, marketing strategy, brand communications, video content concepting and execution, tradeshows and events and activations.
Approach
As a provider of technology for many eBike brands, we understood that success for Bosch in North America required advocating for and normalizing ebikes in general. To support this, we designed a media tour program with stops in Chicago, Los Angeles, NYC, San Francisco, Portland and Seattle, coining the term “curbsides” to describe the media meetings which would start with an interview and run-through before going for a test ride. Through this strategy we secured coverage in publications including the New York Times, CNET, Digital Trends, and Popular Mechanics, among many others. At the Sea Otter Classic industry event, ECHOS created an opportunity for journalists to test bikes before the first-ever eMTB race. It was the first time many of them had ridden off-road eBikes, and it opened the door to a new level of acceptance for the technology in the endemic bike media.
To promote the brand at the thought leadership level, ECHOS proposed, designed and implemented a Bosch-sponsored eMobility panel in Silicon Valley, bringing together CEOs, founders and executives for a panel discussion. The event raised the profile of the company in a critical growth market.
