Turned product mechanics into a playable experience

• Client: Bosch Professional
• Location: Mariahilfer Strasse, Vienna
• Format: custom game, an individually developed drill game
• First exclusive screen reservation on Mariahilfer Strasse for one week
• Controlled via the player's own smartphone, deployed over multiple days

For Bosch Professional, an individual drill game we developed as software was deployed on Vienna's Mariahilfer Strasse for one week. It made the drill's product mechanics playable and enabled direct interaction in public space.

The custom game translated the Bosch Professional drill into a playable mechanic. Passers-by controlled the game on their smartphones and had to hit screws at the right moment to score points.

Through the exclusive placement, continuous use and visible interaction emerged over several days. Instead of classic visibility, the product mechanics were turned into an active experience that encouraged participation and made the brand intuitive to experience. Here, gamification was not an add-on but a central part of the campaign.

Impressions

Credits

Client
Bosch Professional

Campaign idea
Mediaplus Austria

DOOH
Infinity Media

Software
billboard.games