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Bosch Kitchen Launch

A rethought kitchen deserves a rethought kitchen launch.

 
 
 
 
 

Assignment

To change the perception of Bosch from a dishwasher brand to a full-kitchen brand, Bosch engineered a completely new kitchen system—modern, sleek and flush appliances that seamlessly work together aesthetically and functionally. Our task was to help launch the new Bosch Kitchen, the company’s biggest and most important launch ever in North America.

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.

Results

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%.



Creating the perfect kitchen in pixels

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.

Bosch Kitchen Design to Go

Intended to inspire and educate the kitchen designer and real estate development audiences, the Bosch Kitchen and Design App guided users through the details of three upscale kitchen design projects, from coast to coast. Loaded with everything from design tips and product details to installation specifications, the app clearly demonstrated how Bosch appliances enhance the value of every design project.

Empowering the sales force

Few things on the salesroom floor are more important than a knowledgeable sales force. Our national training videos for employees of Lowe’s, Sears, BestBuy and hhgregg gave incoming sales associates valuable insight on everything from Bosch products, to the company’s German heritage, to specific psychographics of the Bosch customer. 

Expertise

Home Appliances, Home Decor

Services Provided

Strategic Planning, Video, Email, Print, TV, Radio, Online Advertising, App Design, Website Development, Social Media, POP, Outdoor

We make people's lives better.
—Bosch

 
 
 
 
 

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