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...