Bosch: Don't hang your privacy out

Clothes dryer brand, Bosch, challenged deeply entrenched cultural notions about clothes drying to grow sales in China.

Campaign details

Brand: BoschBrand owner: BSH Home Appliances (China) Co., Ltd.Agency: BBDO ChinaMarket: China (Mainland)Sector: Home appliancesMedia channels: Online video, Social mediaBudget: 500k - 1 million

Executive summary

After more than a decade of market education, clothes dryers still had only 0.2% penetration in Chinese households, as the tradition of drying clothes with sunshine was deeply entrenched in the culture.

Faced with the challenge of talkability, Bosch took a different perspective to defeat dryer's biggest enemy in China – sunshine. We collaborated with influencers and used...

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