Like a Bosch

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Bosch

Everyone is familiar with Bosch fridges, drills, and spark plugs. But very few people are aware that Bosch is evolving into one of the leading IoT providers. Our campaign was therefore designed to establish the Bosch brand as an IoT provider in people’s minds – and illustrate in an entertaining manner how the innovative IoT products from Bosch can seamlessly make life easier.

We made use of a well-known Internet meme: the phrase “Like a boss” gets used whenever someone does a particularly great job or comes up with an especially smart solution. Our campaign turns it into “Like a Bosch” to capture the spirit of an intelligent, IoT-based future. At the heart of the global communication campaign is a music video in which a man manages his entire life – and his networked Bosch products – with his smartphone, allowing him to stay very much in control. “Like a Bosch,” you might say. The result: more than 42 million views on YouTube and Facebook in the first month alone, as well as an internal Bosch fan page for our main protagonist, complete with cult mustaches to print out.