From the data extracted from the report, it is evident that the majority of Vietnamese people, especially the target audience and distribution agents, have strong confidence in brands originating from Germany. This can be easily explained by the advantages that German products offer, such as superior quality, innovative technology, and long-lasting performance.
Creative & Communication Strategy:
Based on the understanding of the priority given by Vietnamese customers to “made in Germany” products, Bosch Home can leverage the advantages of German products to provide value to Vietnamese consumers. The brand-building story, national attributes, and cultural essence associated with a product not only bring rational benefits but also translate into emotional values.
Therefore, Bosch decides to implement the strategy: FROM KEY TO MASS, FROM GENUINE (From Key To Mass), targeting core audiences such as distributors and Bosch product enthusiasts in Vietnam and moving towards expanding to the general public. Clearly, leveraging the German origin to assert its established position in the minds of existing customers as well as potential customer groups is a clever and wise decision at the current time.
Execution:
Creative Idea
BOSCH – TRULY GERMAN QUALITY
Bosch launches an integrated IMC campaign with the focal point being the event “Bosch – Truly German Quality”.
At the event, Bosch’s home appliances impress with their exquisite, elegant designs that still harmonize with the culture and style of Vietnamese people. The unique features of each product are depicted from a unique perspective of artistic arrangement, contributing to embellishing an exquisite, classy “German quality”. Especially, when attending the event, customers have the opportunity to experience various modern technologies through an emotional upgrading journey.
Upon entering the event space, customers learn about the formation history of the BSH Group with an interactive wall combining interactive screen technology, witnessing outstanding performances with an infinity LED screen, and experiencing virtual reality photo opportunities as if walking on the Oscar red carpet with Glamcam 360 technology,…
The product experience event imbued with “technology DNA” played a crucial role in the success of the campaign. The technological element embellished the full German essence, leaving customers astonished and creating impressive, unforgettable experiences.
With the aim to optimize the customer journey across multiple touchpoints, BSH Vietnam implemented a multi-channel communication strategy to maximize coverage, contributing to making Bosch Home’s debut in Vietnam a sensational start:
Social Media
Targeting core audiences such as distributors and Bosch product enthusiasts in Vietnam, Bosch Home established the “Bosch Home VN Community” group on Facebook as a platform for users to share, exchange, and ask questions about the products. The group also organized challenges or entertaining game shows to enhance interaction and foster community cohesion.
Throughout the campaign, the Bosch Home VN Fanpage consistently posted teasers, provided interesting information, and highlighted technological innovations exclusive to the event. Additionally, interactive ads and mini-games with prizes for event check-ins were organized to attract community engagement.
After the event, the fan page continued to maintain a content stream revolving around the “Standard German Quality” message by leveraging the intelligence and advanced technology features of Bosch home appliances.
PR
The PR series was also a prominent activity of the campaign. Even before the event started, information about the event was continuously published on various major newspapers both domestically and internationally, including Dân Trí, Vietnamnet, Thanh Niên, CafeF, etc.
By extensively covering various information channels, Bosch Home aimed to enhance brand image and promote the “welcome” of Bosch Home to the Vietnamese market.
Results
The campaign has had a significant impact on the market, especially in establishing the strong presence of Bosch Home in Vietnam.
