Bosch Home Appliances: Happiness Starts at Home

Bosch, the home appliances brand, worked with influencers to exceed its sales target for its Unlimited vacuum cleaner among consumers in Singapore.

Situation Analysis

Bosch Home Appliances was about to embark on its biggest challenge to-date, by launching a new handstick vacuum cleaner, which had undergone a major design overhaul that had a similar look to a Dyson handstick - the market category leader. Coincidentally, it was also set to be launched at the same time as the new Dyson Cyclone v10, which was launched in April 2018, with a major exhibition and consumer roadshow at Singapore's iconic Marina Bay Sands, that attracted tens of thousands of visitors.

With a marketing budget far smaller than Dyson had, the agency was tasked to...

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