Bosch aimed to change how Vietnamese households view dishwashers and make them a must-have appliance in every kitchen.
Bosch is a global leader in kitchen appliances and the world's top dishwasher brand. Yet, in Vietnam, the company has encountered a unique challenge: low awareness and adoption of dishwashers. To tackle this, Bosch crafted a bold strategy to reshape the market and make its dishwashers an essential part of every home.
In today's fast-paced world, the demand for convenience is skyrocketing, yet many Vietnamese consumers remain hesitant to embrace dishwashers for various reasons. Despite their aversion to hand-washing dishes, they continue to settle for this time-consuming chore.
With its groundbreaking campaign, Bosch set out to revolutionize kitchens across Vietnam by introducing its premier Dishwasher line. The company aimed to shatter old conventions and ignite a new lifestyle trend, convincing customers that a dishwasher is a kitchen essential. The secret weapon? A cutting-edge AI strategy.
The target audience for the campaign were young couples, aged 25 to 40, living in major cities. They are well-educated, progressive, trendy, and confident, belonging to the premium segment. Yet, despite their modern outlook, many still resist buying a dishwasher, clinging to old beliefs like:
To win over this savvy, tech-forward crowd, Bosch needed an exciting and innovative approach. As such, the company teamed up with social influencers who live the enviable lifestyles to which its customers aspire, encouraging them to make the leap and experience the convenience of Bosch dishwashers.
Unlike other targets, Bosch customers are trendy and premium lifestyle chasers. Therefore, the approach to engage them focused on highlighting the hassles of hand-washing dishes; to do this, Bosch showcased a dream scenario with a Bosch dishwasher, sparking their desire for transformation. Bosch sought to achieve this using AI to personalize each kitchen space for every home and preference.
Facebook was the brand's key channel to deliver this vision and capture its target audience. With 58 percent of 25 to 50-year-olds using Facebook, including 49 million users in Vietnam (according to a NapoleonCat report in 2023), it was the perfect platform.
Bosch also reached users at strategic locations like office and residential buildings, while influencers inspired lifestyle changes to convince them.
Unlike conventional methods, Bosch leveraged AI to craft unique and captivating experiences for modern, tech-loving individuals. Bosch offered its premium customers highly personalized experiences that matched their distinct lifestyles. The company seamlessly and intriguingly wove its Bosch dishwashers into their lives, creating an upgraded kitchen and compelling and impactful narrative through two phases:
Phase 1. Bosch kicked off the campaign by spotlighting the hassles of hand-washing dishes, directly hitting the pain points of the target audience. Then, Bosch unveiled a dream kitchen scenario to ignite their desire for a modern lifestyle. The strategy included an online CGI stunt to spark conversations, contextual banners in strategic locations, and influencers showcasing how Bosch dishwashers seamlessly enhance their lifestyles.
Phase 2. Then, Bosch offered consumers the opportunity to experience their dream kitchen with a personalized Bosch dishwasher through an engaging social contest, powered by a cutting-edge generative AI tool.
Bosch brought to life the vision of a dream kitchen through:
Contextual Banners. Addressing the fatigue of hand-washing dishes and igniting demand for dishwashers, Bosch strategically positioned itself in workplaces and residential buildings. The first-ever Dishwasher "City Invasion" CGI Stunt was launched showing dishwashers running through the busiest streets of HCMC and Hanoi, washing dishes.
KOC Involvement. Engaging with Bosch's vibrant banners and CGI, the campaign showcased people's dream kitchens transformed with Bosch dishwashers.
Further, the brand launched an inspiring AI Home Renovation contest where users submit kitchen photos to receive an AI-customized visualization of their dream kitchen, featuring a Bosch dishwasher.
Timed with Tet, Vietnam's peak home renovation period, Bosch seized the opportunity to ignite excitement and stimulate interest in their ideal kitchen designs.
This was very successful as overall sales increased by 307 percent compared to pre-campaign figures. Key Opinion Leaders (KOLs) eagerly joined to upgrade their kitchens with Bosch. Bosch continued with Facebook ads to promote kitchen upgrades featuring Bosch dishwashers. Leveraging AI, Bosch also created dream scenarios, showing consumers how Bosch dishwashers can enhance their daily lives.
This campaign broke through traditional advertising norms by showing them dream scenarios with high-tech solutions and AI. Results included:
This campaign solidified Bosch as the No. 1 dishwasher brand in the market, even during an economic downturn. Bosch's Dish-rupting campaign took a groundbreaking approach, from crafting a dream kitchen scenario that captivated consumers to using AI to personalize that dream for each individual home. This innovative strategy made a profound impact on premium Vietnamese consumers, inspiring them to embrace Bosch dishwashers.
Moreover, the campaign set a new benchmark in the dishwasher market, being the first brand to leverage high-tech and AI strategies in consumer advertising, creating an unforgettable impression.
