Bosch showcases the perfect home experience with new campaign

Bosch Home Appliances (Bosch) has partnered with Hong Kong celebrity Jan Lamb for the first time to showcase what a perfect home experience feels like with the brand's domestic appliances. 

Done in collaboration with frengers communications, the seven-month campaign "#LikeABosch" features the lively presentation of Lamb and the rhythmic lyrics, highlighting the perfect home experience that can be achieved with a range of Bosch home appliances.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from BOSCH said the campaign targets home enthusiast and quality seeker who are looking for high standard of living, as well as cooking lover who enjoy homemade and healthy food and prefer to cook at home.

Meanwhile, the spokesperson said while Lamb combines a and creative Canton-pop style with evolving rap music rhythms, his voiceover effectively communicate innovative product features in a humorous and visually impactful manner while also addressing overarching purpose topics.

This is also their first partnership to employ TV commercial as a media medium to launch a brand campaign in Hong Kong. The video is also available on Bosch’s YouTube channel, where it has reached 1.2 million views, a check by MARKETING-INTERACTIVE saw. 

In the video, Bosch has established a straightforward image for its kitchen appliances with German craftsmanship and engineering precision.

Apart from TVC and Youtube, the video is launched on BOSCH Home (HK)'s official Facebook and Instagram pages.

In terms of marketing strategies, the spokesperson said the campaign promotes the brand essence of "perfect results that last" and promise its brand lover a unique living experience with our appliances that stand for high durability and high performance, responsibility, reliability and competence, also contributing to sustainability.

“As a renowned European home appliance brand, Bosch is establishing an edgy image for its home appliances with German craftsmanship and engineering precision. We treasure this brand essence of ‘perfect results that last’ and promise our brand lover a unique living experience with our appliances that stand for high durability and high performance, responsibility, reliability and competence, also contributing to sustainability,” Heidi Chu, head of marketing of BSH Home Appliances.

“The people of Hong Kong have a strong desire for a high quality of life and they will never hesitate to elevate their living experience. So we see there are significant business opportunities. Yet, our task is not merely selling the products, we also commit to fostering a living attitude that resonates with the specific context of Hong Kong. This commitment aligns perfectly with our brand philosophy, 'Invented for life',” said Chloe Kwok, CEO and managing director of BSH Home Appliances.

“Even with the hectic lifestyle, with Bosch's extensive selection of innovative kitchen appliances, Hongkongers could literally live like a boss,” Kwok added.

Joe Ng, creative partner of frengers communications, explains the choice of collaborating with Lamb and Bosch: “Jan Lamb is familiar to Hong Kong people and people look up to his lifestyle. Also, this alignment with Bosch’s edgy brand image makes him more convincing when it comes to introducing Bosch’s high-end home appliances.”

Don't miss: Bosch asks consumers to create dream kitchen on Insta Stories

This comes as part of Bosch's global campaign #LikeABosch, which aims at executing consumers' daily tasks with its products so they can focus on what really matters. 

"The feeling when your car does the parking for you, the refrigerator reminds you to get milk and the peanuts chop themselves. When 'I still have to do it' suddenly becomes 'Done!' and difficult tasks solve themselves — that's #LikeABosch," said its website.

The campaign started as a “Like a Boss” meme on the web and aims to drive consumers to constantly find new ways to make their lives even more practical, sustainable, and simply better with smart technology.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

Related articles:

Bosch Picks Blugrapes
Chevron and Bosch drive together