Campaign details
Brand: BoschAgency: 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 when you hang your clothes on the balcony, you are exposing your privacy at the same time. The clashes...