Challenge:The market penetration rate is only 0.1% in China.

Objectives:Siemens want to expand the dishwasher market in China.

Strategy: Dish washing by hand is a waste of time. It also causes the skin to age and may lead to family squabbles. People are reluctant to wash dishes by hand. Encourage Chinese people to write 'I don't want to wash dishes' on plates in creative and emotional ways, for a chance to win a Siemens dishwasher.

Execution: Encourage Chinese people to write 'I don't want to wash dishes' on plates for a chance to win a Siemens dishwasher. Afterwards we organized an exhibition to display 2,000 plates selected from social networks. Meanwhile, WeChat platform users voiced their support by saying "I don't want to wash dishes".

Outcome: Over 2,000,000 forwards on Weibo, generating over 600,000 comments. The campaign was reported by over 500 media platforms, reaching 240 million people. Compared to the previous year, sales increased 163%. According to the survey, 95% of target consumers aspire for a Siemens dishwasher.

Encourage Chinese people to write 'I don't want to wash dishes' on plates for a chance to win a Siemens dishwasher.

Idea: Encourage Chinese people to write 'I don't want to wash dishes' on plates for a chance to win a Siemens dishwasher.

In one week, 120,000 crazy plates created by consumers appeared on the social networks with the words: "I don't want to wash dishes".

Afterwards we organized an exhibition to display 2,000 plates selected from social networks. Thousands of people visited the exhibition and participated in the live event, which attracted extensive media coverage.

Meanwhile, 16,000 WeChat users voiced their support by saying "I don't want to wash dishes". This message was heard by thousands of other people on the WeChat social network platform.

Result: Over 2,000,000 forwards on Weibo, generating over 600,000 comments. The campaign was reported by over 500 media platforms, reaching 240 million people. Compared to the previous year, sales increased 163%. According to the survey, 95% of target consumers aspire for a Siemens dishwasher.