The Client

The bike market has been completely redefined through the invention of the eBike. The eBike is currently the most successful electric powered vehicle in the EU and an important step toward the success of electromobility.

Bosch eBike Systems are making decisive contributions to the eBike market through their use of pioneering technologies. Bosch is improving the performance capacity of eBikes even further, with advanced battery technologies, innovative gear shifting concepts and intelligent connectivity.

Collaborating closely with manufacturers and dealers, Bosch eBike Systems are developing products that capture the imagination and further global trends toward electric mobility.

The Challenge

In January 2016 Bosch eBike Systems, based in Reutlingen, Germany, appointed Brandwave as a lead agency for product communications.

The challenge for the year was to devise and develop the MY2017 communication strategy and create the overarching 2017 campaign, launching new products such as the Purion on-board Computer and DualBattery. The campaign focus was on urban eBiking, and deliverables required included; brochures, magazines, other print collateral, photography and video shoots. The strategy and subsequent campaign were required to maintain and elevate Bosch’s position as the leading global eBike OEM supplier.

Product Catalogue



The Result

Managed and run by the account team in Germany and the creative team in the UK, over the last eight months, Brandwave have worked closely with the Bosch eBike Systems team to develop the overarching communications strategy. The campaign ‘My Local Life’ shows real people in real situations with eBikes epowered by Bosch, to tell authentic stories and highlight the relevance of the Bosch eBike Systems’ product range.

Each story takes us on a journey of our protagonists’ favourite local spots and demonstrates how an eBike makes reaching these spots quicker, easier and more enjoyable. A selection of the deliverables that we’ve produced throughout this partnership are:

  • Product brochures including; product communication strategy, German copy, imagery, icon development and design. Each brochure was adapted across x6 languages; DE, EN, IT, FR, NL, ES

  • eBike magazine, concept, strategy and design. The magazine was adapted across 5 language

  • Campaign and deliverable copy, which was then translated into 5 languages

  • Campaign print collateral, including flyers and artwork for events

  • Key visuals and campaign imagery. Location selection for shoots in; Tuscany – Italy, Munich – Germany and Dorset in the UK.

  • Campaign photography, working with renowned photographer, Martin Erd in all locations

  • Movie concept development, including sourcing and management of key protagonists

  • Several movies were developed to encapsulate the main campaign stories, technology, products and interviews with the protagonists. We worked with the fantastic production studio – Beech, who brought our concept to life

  • A large part of this project involved developing the strategy and concept of the campaign, how it would hit the objectives and resonate with the three key target audiences; urban commuters, lifestylers and comfort riders. We also provided support on how the campaign would be rolled-out effectively to ensure that it reached the relevant target audiences and had longevity.