Bosch: Don't hang your privacy out

Bosch, an engineering and technology company, launched a campaign in China to increase interest towards Bosch dryers, convert interests to immediate purchase and initiate discussions about drying.

Campaign details

Brand: Bosch Agency: BBDO CHINA

Campaign Summary

After more than a decade of market education, clothes dryers still have only 0.2% penetration in Chinese households, as the tradition of drying clothes with sunshine is deep 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 a social experiment to point out to the Chinese young generation: the moment wh

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