Cannes Lions
JUNG VON MATT AG, Hamburg / BOSCH / 2024
Overview
Entries
Credits
Background
Bosch home appliances was an established brand, standing for quality and tradition. But the Bosch brand was also seen as traditional, distant and old-fashioned. Therefore, our client wanted us to create a communication platform that shows the brand as innovative and modern as its products, and to help become the leading brand in white goods on a global level.
Objective 1: Increase Bosch’s brand awareness in home appliances
– by building a bold and modern campaign that stands out on the market.
Objective 2: Increase Bosch’s "first choice" in home appliances
– by speaking to people’s needs and connect them to Bosch products.
Objective 3: Create trust and closeness in the audience
– by emotionalizing the brand and immersing into zeitgeist culture.
Idea
To embody our human truth we needed a cultural tie to resonate with people. We tapped into meme culture and the global appeal of hip-hop music and figured: "Our products work like a Bosch, so you can feel like a Bosch“.
By rebranding "Like a boss" to "Like a Bosch," we showcased relatable so-called #LikeABosch moments in humorous videos, highlighting the real-life benefits of Bosch appliances in an engaging manner. Our 360° campaign features entertaining music videos, demonstrating how Bosch's innovative home appliances simplify life and enable everyone to live #LikeABosch. Our campaigns include various product categories, ensuring consistent communication throughout the consumer experience journey, and have been adapted for global rollout across 47 Bosch markets.
Strategy
Instead of talking about small-scale product features our #LikeABosch comms platform is based on one human truth: People don’t just buy product benefits, they also buy how using a product makes them feel.
This human truth connects perfectly with Bosch’s brand truth: At the core of the brand is the promise "Invented for life.", which refers to doing everything possible to improve people's lives.
Outcome
LAB was a global success and continues to have tremendously positive impact on the brand. Bosch is 2nd after Lego in the The Global RepTrak™ 100 ranking 2023 (after being 10th in 2019).
We’d like to highlight 3 highly business relevant markets:
GERMANY - Bosch became the most preferred home appliance brand in our competitive home market.
First Choice:
2019: 18% (2nd)
2023: 20% (1st)
Most trusted home appliances brand in 2023, according to Reader’s Digest Germany.
SPAIN - Bosch became the No. 1 home appliances brand.
Unaided Brand Awareness
2019: 61% (2nd)
2023: 69% (1st)
Most trusted brand in 2023: 65%
The Spanish TVC of “Live Sustainable #LikeABosch” was awarded as the Top 3 best performing TV ad of 2022 (out of 13,000 ads worldwide)
TÜRKIYE - Bosch noticeably gained awareness in a highly competitive market.
Unaided Brand Awareness
2019: 71%
2023: 79%
Most trusted brand in 2023: 67%
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