Bosch: Don't hang your privacy out

Clothes dryer brand, Bosch, challenged deeply entrenched cultural notions about clothes drying to grow sales in China.

Campaign details

Brand: Bosch Brand owner: BSH Home Appliances (China) Co., Ltd. Agency: BBDO China Market: China (Mainland) Sector: Home appliances Media channels: Online video, Social media Budget: 500k - 1 million

Executive summary

After more than a decade of market education, clothes dryers still had only 0.2% penetration in Chinese households, as the tradition of drying clothes with sunshine was deeply entrenched in the culture.