Siemens is "clean with the times"

Twenty years after entering China, the penetration rate of dishwashers is still very low. As the absolute leader in the dishwasher category, Siemens needs to break the deadlock of necessity for the entire category and give Chinese consumers reasons to buy dishwasher products.

Case details

Brand: Siemens dishwasher

Brand owner: Siemens

Main agency: BBDO China

Main agency holding group: Omnicom

Market launch: Mainland China

Industry: Appliances

Media Channels: News Feed Ads, Online Video Ads, Cinemas

Budget: 8-10 million

Case Summary

This is a story about using a washing machine to sell a dishwasher. Twenty years after entering China, the penetration rate of dishwashers is still very low. This is because Chinese consumers see dishwashers as unnecessary expenses in the face of the tradition of hand-washing dishes. In order to change people's perceptions, Siemens did...

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