Campaign details
Brand: BoschBrand owner: Robert BoschEntrant company: BBDO ShanghaiIdea creation: BBDO China, ShanghaiMarket: China (Mainland)Sector: Home appliancesMedia channels: Online video, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
There is a long traditional "Laundry Taboo" that children's clothes MUST be separated from adult's in washing machine to avoid bacterial cross-infection.
Bosch boldly introduced No.1 KOL – Papi who just gave birth to a baby, as the new brand ambassador to break this taboo. This action suddenly triggered huge social debate between...