Bosch Case Study: Kitchen Launch

A rethought kitchen deserves a rethought kitchen launch.

MARKETING SITUATION

Building on the success of their dishwashers, Bosch wanted us to help introduce the Bosch Kitchen. Their product line would now include a complete line of ovens, cooktops, ranges, refrigerators, microwaves and vent hoods. Our task was to introduce the Bosch Kitchen to not only consumers, but their dealer network as well.

WHAT’S THE TRUTH?

Connecting with what is actually going on in consumers’ everyday lives yields positive results. The new product line redesign aligned with changing consumer values, allowing us to emotionally engage the Bosch customer via their rethought core beliefs that favor life balance, simplicity and substance over status. Our campaign effectively communicated the spirit of these truths across all communications and media.

The right imagery can make or break a brand, especially in the home appliance category. To visually convey that Bosch products are premium—and that they blend in seamlessly to any kitchen style—we collaborated with nationally renowned kitchen designer, MaryJo Camp, in the creation of original computer-generated images for use across multiple platforms. From raw input, we arduously built products and professionally designed kitchen environments, creating one-of-a-kind CG imagery that looked completely photographic in every detail.

How Did It Turn Out?

Our Bosch Kitchen campaign topped all readership studies. The digital effort pulled in well over one million views, and the nation’s retailers embraced the launch by installing and showcasing multi-product Bosch Kitchen vignettes in their showrooms. At campaign’s end, sales were up by 40%.

Deliverables

Created Bosch Design Council comprised of independent interior design experts and featured them on website, redesigned website to highlight complete kitchens while adhering to global guidelines, magazine ads, multi-page magazine inserts, retail newspaper ads, digital ads, pre-roll videos, explainer videos, point-of-purchase displays, and signage.