BSH has rolled out its #LikeABosch campaign in Australia, following its success in key European markets.

The campaign was first released in 2019 to address how the Internet of Things (IoT) can help make everyday life easier with Bosch’s connectivity solutions. It was originally planned to purely build IoT awareness, but the video series soon became an advertising hit with more than 90 million views in the first six months of airing in Europe. 

Under the mottos ‘Live Sustainable #LikeABosch’ and ‘Live Healthy #LikeABosch’, the campaign showcases how home appliance technology helps consumers live healthier and more sustainable lives.

The campaign shows multiple situations, homes and kitchens to highlight a range of products within different categories, portraying characters in situations when their appliances make them ‘feel like a Bosch’.

BSH head of marketing communications, Jacqui Howard told Appliance Retailer, “BSH Australia is proud to launch this campaign to the Australian market with a fun and light-hearted message around hygiene and sustainability for Bosch appliances.

“Launching the campaign during the Olympics has enabled Bosch to have maximum exposure to our consumers and we look forward to replicating the success for Bosch brand awareness and first choice metrics here in Australia locally.”

Earlier this year, the campaign was recognised with a 2021 Gold German Brand Award for ‘Excellence in Brand Strategy and Creation’ and ‘Brand Communication – Integrated Campaign’ for its young, likeable, and entertaining approach.

“Audience response has exceeded our high expectations. In terms of consumer preference in home appliances, we achieved a significant increase including reaching the unprecedented mark of becoming consumers’ first choice in Sweden, Spain and Germany, beating deeply rooted home-grown local brands in all of the three markets,” Bosch Europe brand manager, Daniele Reuter said.