Students presented their proposals to a panel of representatives from Bosch on 24 April 2013 during a lecture. The winning group transformed the obstacles of marketing into innovations that could change the way people see the Bosch DIY brand. The group came up with digital ideas that ranged from QR codes to augmented reality with their main tagline “The power is in your hands”.

The students in the top three groups each received various power tools as prizes. One of the students of the winning group remarked: “It was a pleasure working with Bosch on this project, as they gave us the opportunity to explore the field of digital marketing through a real-life product launch.” Mr Lauer from Bosch noted that it is always exciting working with students from the University of Pretoria as they excel in creative thinking.