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.

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.

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.

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%