Campaign details
Brand: BoschBrand owner: BoschEntrant company: BBDO ShanghaiMarket: China (Mainland)Sector: Home appliancesMedia channels: Social media, Websites & microsites, Word of mouth, influencersBudget: 500k - 1 million
Executive 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...