Situation:

Bosch's existing market had its challenges:

- Mature homeowners already know what works for them, and were highly likely to purchase brands they bought when they first got their home. It’s harder to convince them to switch brands.

- Private homeowners; whose household income is twice of public housing homeowners – tend to live in condominiums with kitchens appliances already selected and built in by the developer.

Therefore, the most viable market for Bosch to increase their share in would be young, new public-housing homeowners.

Problem:

- Singapore’s public-housing is getting smaller

- Our target audience has the misconception that Bosch appliances are unsuitable for small kitchens.

Brief:

To debunk misconception and place Bosch into top-of-mind purchase consideration of young, new homeowners.

Objectives:

Primary: Drive education and consideration for Bosch as a brand that offers a full line of precision built-in and standalone home appliances

Secondary: Drive purchase intent

The best way to convince anyone that Bosch fits any home – no matter the size – is to show them.

And based on these consumer insights that we’ve identified:

1) public housing would be our target audience’s single most expensive purchase of their lifetime

2) our target audience spends countless hours on social media; more specifically Instagram

…we created the "Bosch InstaKitchen Visualiser"; the first-ever kitchen visualiser on Instagram Stories.

We challenged our target audience to build their very own “compact” kitchens using 3D floorplans inspired by Singaporean homes and GIPHY stickers of Bosch appliances we designed and made available on Instagram.

Besides being a fun way to visualise their kitchens with Bosch appliances, the InstaKitchen was also highly accessible and intuitive to use as it was available on a platform that they’re already familiar with.

It’s a win-win situation, because the InstaKitchen significantly reduced Bosch’s cost investment.

Demographic:

It’s smarter and makes more business sense to target young, new public housing homeowners who aren’t willing to compromise on either form or function. They’re in the market to purchase new kitchen appliances for their first home, so it’s still possible to persuade them to choose Bosch.

Consumer Insight:

Although their houses are getting smaller, we know that our target audience wants to maximise their tiny kitchen without compromising on aesthetics. While they see Bosch as a great choice, they have a misconception that its appliances are too bulky for their tiny kitchens.

Brand proposition:

Innovative home appliances that are built to last and promise perfect results.

Approach:

To debunk the misconception and educate them on Bosch’s offerings, we hijack the very platform they use to get inspiration for their homes – Instagram.

It’s a low-cost way to prove Bosch appliances look and fit great in any home.

In a nutshell:

1) we created an engaging interior visualiser on Instagram to show that Bosch can fit into small kitchens

2) our target audience had fun with it on a platform they’re familiar with

3) low-cost for both our target audience and Bosch; and easy to implement

Designing fun GIPHY stickers that represent Bosch home appliances was just the beginning. We also designed “3D floorplans” of kitchens inspired by Singapore’s public housing and challenged our audience to 'build' their own dream kitchen on Instagram Stories using our 3D floorplans and brand stickers.

This allowed Bosch to engage with the target audience while debunking the misconception that Bosch cannot fit small kitchens.

To boost participation, we launched the Legit Dream Kitchen contest where they could win a real kitchen redesign with their submissions and where we could collect leads of potential customers.

By hacking Instastories, and leveraging on an easy-to-use platform that our target audience is familiar with to show how Bosch fits into any kitchen, we managed to build brand affinity with them.

Bosch’s followership on Instagram grew by 30%.

Our GIPHY stickers received over 2.7 million views.

Lead generation for Bosch Home Appliances increased by 700%.

We saw 250 contest entries, because of how ridiculously easy it is to use the Bosch InstaKitchen Visualiser.

We also experienced how insanely creative our target audience is, seeing how some of them went above and beyond using our GIPHY stickers to build their dream kitchen (and of course, some questionable ones that will never see the light of day).