Turning trailer safety tech into a world-first gaming experience
Bosch’s new Trailer Safety System needed awareness, but safety tech can be hard to sell. We transformed it into a gamified experience, letting users test it in real-world scenarios without risk.
Safety technology is notoriously tricky to market. When it works, nothing happens – which means the end user never actually experiences it. Bosch Australia faced this challenge with their new, locally developed Trailer Safety System. It was a significant innovation, but without a tangible way for customers to feel its benefits, the message risked falling flat.
The goal was to create an experience that would cut through technical jargon and bring the technology’s value to life. The campaign needed to be engaging, educational, and memorable, appealing to both seasoned trailer owners and everyday drivers.
Having already worked across Bosch’s trailer safety campaigns, I helped shape the strategy that would bring this concept to life. The answer was to gamify the technology – creating an interactive experience where users could simulate towing scenarios with the system switched on and off. This approach meant people could instantly see and feel the difference.
Working closely with a local game developer, I provided creative direction and collaborated on game mechanics, user flow, and scenario design. The project also required coordination with Bosch’s hardware and design teams to ensure the in-game visuals and performance reflected the real product. The platform was intentionally built to be modular, allowing Bosch to add new safety scenarios and products over time.
The result was a world-first for Bosch – an interactive trailer safety game that transformed a technical product into an engaging, hands-on experience. It became a key attraction at trade shows, retail events, and product demonstrations, drawing in audiences who might otherwise have overlooked the technology.
Feedback from both internal stakeholders and end users was overwhelmingly positive. The game’s flexibility meant it could be updated for future innovations, extending its commercial value beyond the initial campaign. Beyond immediate engagement, the experience also provided a talking point that made safety tech more approachable, helping Bosch reinforce its position as an innovator in the automotive sector.
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