BRAND:
BOSCH HOME VN
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
18/9/2023 - 29/1/2024
CREDITS:
CARNIVAL, C MAZOR
CASE STUDY VIDEO
STRATEGY
Through an innovative approach that harnessed the power of social media and the authenticity of KOCs, Bosch successfully revolutionized dishwasher awareness and demand in Vietnam. The dish-rupting campaign exemplifies the effectiveness of leveraging user-generated content and peer recommendations to drive consumer behavior and brand success in today's digital landscape.
Bosch, a globally renowned leader in kitchen appliances, confronted a notable challenge in Vietnam: low awareness and adoption of dishwashers. Recognizing the significance of addressing this issue, Bosch formulated a strategic approach to disrupt the existing landscape and establish its dishwashers as indispensable household appliances.
Understanding the pivotal role of social media in shaping consumer behavior, Bosch devised a dish-rupting campaign to leverage this platform's reach and influence. It is to infuse BRAND TALK with SOCIAL ADVOCACY. Long are the days of only thematic brand talk; advocacy from social influencers are the fastest way to penetrate a community & foster authentic demands.
Therefore, the task at hand for Bosch is to drive a blooming demand by going hand-in-hand with social influencers who look like our premium audience of 25-40 years old, urban households. They are incorporated in every brand activity so that we can leverage user-generated content and peer recommendations, closing in every step of a consumer journey.
INSIGHT
In today's digital age, traditional advertising methodologies have witnessed a decline in efficacy, with consumers exhibiting a growing preference for authentic, peer-driven content. Key Opinion Consumers (KOCs) have emerged as influential voices capable of swaying consumer opinions and purchase decisions. Leveraging this insight, Bosch recognized the potential of integrating KOCs into its marketing strategy to resonate more deeply with the target audience.
As we take these KOCs into our content framework, it is important that what Bosch wants to say & what KOCs can say for Bosch are aligned with the reason why consumers need a dishwasher.
Dishwashers may not yet be in our spontaneous awareness, but they are in our silent prayers before washing a mountain of dishes. Bosch just needs to remind everyone of that & become the top-of-mind solution.
CREATIVE IDEA
The overarching goal was to position Bosch dishwashers as indispensable appliances that enhance the quality of daily life for Vietnamese households.
While Bosch already stands for German quality & innovations for life, the creative challenge is to bring this to consumer's level of appreciation & convince them they need dishwashers for quality home living. To do this, any BRAND TALK must act as food for ADVOCACY content. Everything we do, must trigger real needstate & ignite the conversation about Bosch dishwashers.
So first, we tapped into a world without one. Everybody can relate to the pains of dishwashing occasions - family gatherings, Tet festivities or even tiring days after work. Bosch can certainly help you with that.
Introducing, RỬA CHÉN BOSCH LO - BOSCH CHUẨN CHẤT ĐỨC (Let Bosch handle the dishes - Bosch German quality).
This campaign went about the dish-rupting way by first cultivating people of dishwasher needs through CONTEXTUAL TARGETING with KOCs being the first to be impacted. They then constantly talk about the dream of having dishwashers & follow Bosch’s next extravaganza - a CGI STUNT of a giant dishwasher cruising down the streets that captures the mass attention. Once people couldn't get enough of Bosch, we launched an initiative of AI RENOVATION where everyone gets to see Bosch dishwashers in their digitally renovated kitchens.
CONNECTION PLAN
STEP 1: CULTIVATING NEEDS THROUGH CONTEXTUAL TARGETING
We deployed out-of-home contextual banners in high-traffic areas such as workplaces and residential complexes. These visually compelling banners served as catalysts for sparking curiosity and initiating conversations about the benefits of dishwashers.
The voices of KOCs came amplifying the needs through genuine reactions and testimonials, illustrating the practicality and desirability of Bosch dishwashers to prospective consumers.
STEP 2: GRABBING ATTENTION WITH CGI STUNT
The centerpiece of the campaign was a meticulously orchestrated CGI stunt featuring a larger-than-life dishwasher traversing the streets of Vietnam. This attention-grabbing spectacle not only generated widespread buzz but also showcased the enthusiasm and excitement of KOCs, further fueling consumer interest in Bosch dishwashers.
STEP 3: ENGAGING PROSPECTS WITH AI RENOVATION
An innovative AI Renovation engagement enabled users to envision their kitchens transformed with Bosch dishwashers seamlessly integrated. By facilitating user engagement and interaction, this interactive feature underscored the transformative impact of Bosch appliances on modern kitchen spaces.
Throughout these dish-ruptings, users can constantly see product reviews & recommendations from KOLs & KOCs, further educating how helpful our dishwasher is to everyone’s daily needs
OBJECTIVE-BASE KPI
This campaign broke through traditional advertising norms by utilizing social media and KOCs to raise awareness, create a need, and generate unprecedented demand for dishwashers in Vietnam.
Online sales increased by 65% compared to pre-campaign figures.
Overall sales increased by 307% compared to pre-campaign figures.
Achieved the top 1 Best Selling Dishwasher at Điện Máy Xanh within just 3 months, taking 85% of total units sold.
Campaign digital performance is also through the roof:
Total Reach: 49,162,995
Total View: 12,616,159
Total Engagement:4,711,704
Total Impression: 104,709,932
View Rate:12%
Buzz: 13.013
Engagement: 658.511 from KOCs
This campaign has solidified Bosch as the NO. 1 dishwasher brand in the market, even during an economic downturn. Soon, Bosch dishwashers will become a household name across the nation.
