Campaign details
Brand: SiemensBrand owner: BSH Home AppliancesEntrant company: BBDO China - China (mainland)Idea creation: BBDO ShanghaiMarket: Greater ChinaSector: Technology & electronicsMedia channels: Word of mouth, Influencers, KOLs, Social mediaBudget: 1 - 3 million
Executive summary
This is the story of how washing machines sold dishwashers. After 20 years in the Chinese market, dishwashers’ penetration rates were low. Dishwashers were still considered unnecessary given the deep cultural tradition of hand-washing. To challenge consumers’ fixed mindsets, Siemens created a film to point out the doubts consumers...