An Annual Report as a Vision for the Future
Quick Read
For Bosch, innovation is not a promise for the distant future. It begins today: in technologies that make mobility safer, industry smarter, energy more efficient and buildings more connected. With “For Tomorrow. Today.”, the 2025 Annual Report was therefore conceived not merely as a publication, but as a strategic communication platform — marking the start of an integrated campaign that combines financial communication, sustainability and brand positioning.
Building on its annual financial reporting, Bosch developed a narrative that puts figures into context and brings its technological expertise to life in an emotionally engaging way. Multimedia stories from different regions of the world show how Bosch is working on solutions to global challenges. This creates a consistent narrative across channels, target audiences and formats: Tomorrow is not merely claimed. It is made.
Customer Challenge
Today, an annual report must do more than simply provide information. It should offer guidance, build trust and explain a company’s strategic direction — both internally and externally, on a rational and emotional level.
For Bosch, this meant that its annual financial reporting should serve as the starting point for a wider reputation and brand campaign. The central question was how to combine financial performance, technological innovation and social relevance in such a way that the result is more than just a report: a credible narrative of the future.
Solution
“For Tomorrow. Today.” is the overarching campaign theme that unifies the Annual Report, Sustainability Report, “Bosch Today”, website, trailer, corporate stories, social media, internal communications and leadership formats in terms of both content and design.
The annual report website brings together key publications and corporate stories with a consistent look and feel. Seven stories on future technologies — ranging from automated driving and artificial intelligence to climate technology — bring Bosch’s innovative strength to life across all channels. Internally, the campaign was extended through thematic dossiers, the intranet, newsletters, briefings and the Bosch Business Dialogue.
Insight & Impact
“For Tomorrow. Today.” combines the precision of financial communication with the power of a strategic brand message — and reinforces Bosch’s position as a leader in innovation today.
The campaign generated more than 35,000 page views on the annual report website, over 6 million views for the trailer, more than 150 million impressions, 4 million interactions and over 31 million video views. Internally, the content reached more than 100,000 employees on the news platform, 9,000 managers via the Bosch Business Dialog, and over 400,000 Bosch employees worldwide.
In this way, reporting becomes a consistent narrative for the future — clear in its message, powerful in its impact, and resonating across all target groups.
Get in touch
