Dealer Product Showcase · Hands-on Brand Experience
A new-product showcase for dealers — staged like a premiere, not a sales pitch. Nothing off-the-shelf.
Bosch needed its dealer and distributor network in front of a new power-tool line — leaving ready to sell it. The default for that is a conference-room product deck. The brief was to make dealers feel the tools, and leave talking about them.
DIY Day — the floor built around a giant BOSCH set, staged as a premiere.
We built the day around a cinema theme — DIY Day, staged as a premiere. Film-reel sets, a director's chair, a giant BOSCH marquee, screenings woven through the program. Between them, dealers moved through hands-on build zones and live demos and ran the new tools themselves — cutting, sanding, restoring. A product launch turned into a day people worked with their hands, and stayed for.
The set — DIY Day, staged as a premiere
Cinema cues, down to the props
End-to-end ownership across brief → concept → design → fabrication → on-site program → closeout — run as a multi-edition format across two editions. The full build: a cinema-themed environment, branded build zones for each tool line, a live demo program, and the hosting around it.
The experience was ours to design; the build and on-site teams, ours to direct — from first concept to load-out.
Running the new tools, hands-on
Everyone building — all day
The format turned a product launch into commercial pull: Bosch tools moved through the dealer network at a scale the brand hadn't reached before — built on a level of dealer loyalty the day itself created. Bosch went on to build an in-house event department after the program.