Why is this work relevant for Creative Strategy?

Insight: The traditional view of using dishwashers as a “sign of indolence” is a psychological barrier among consumers. However, people are increasingly willing to contribute more time and money to extend precious family moments out of love. Strategy: Redefining dishwashers as devices that “empower more precious family moments” creates additional demand and value. Creative execution: Through the tagline “It’s not about what you need, but what your family needs” to maximize the perceived need for family companionship, we create a persuasive emotional appeal. Outstanding sales performance: Compared to the same promotional period last year, sales saw exponential growth by 40%.

Background

Over the past 30 years, the market penetration rate of dishwashers in Taiwan has remained at 3%. Despite recognizing the time and labor-saving advantages of dishwashers, Taiwanese consumers were not willing to purchase them. The market penetration rate has always remained stagnant. Bosch is the market-leading brand of dishwashers in Taiwan, but it has faced sluggish sales with no signs of growth. Consumers have a high level of awareness of the superior technologies and capabilities of Bosch products, but are hesitant to purchase them due to their relatively high prices. The main purpose of this marketing drive is to address the question of how to further penetrate into this competitive market to realize a year-on-year growth of 10% through the creation of brand value and consumer favorability.

The Interpretation of the Challenge (30% of vote)

Consumers prefer Bosch's technologically superior products, but the price for Bosch dishwasher products are 50% higher than competing products. Meanwhile, the dilemma that the market penetration rate is only 3% indicates that consumer demand has not been strongly established. Then how do we create value/demand to break through price barriers? According to investigations conducted on Taiwan’s largest family affairs online forum BabyHome and mothers’ associations, washing dishes has always been the most annoying housework! Consumers have a need but dare not fulfill them, because tradition dictates housewives to show commitment to the family, and washing dishes is one key indicator. “Using expensive machines instead of washing dishes by hand" is seen as a sign of indolence, which is a psychological barrier that consumers find hard to overcome. Breaking down this psychological barrier and creating the demand and value of the dishwasher category was the biggest marketing communication challenge.

The Insight / Breakthrough Thinking (30% of vote)

We define the target group as families with children. Based on the analysis of the buyer’s profile and Bosch membership profile, on top of the burden of housework and work, there are many things that parents with children need to take care of. Because of their hectic work and family schedules, the buyers believe that purchasing a dishwasher product is a rational decision and an effective time-saving tool. Many studies have shown that families with children exhibit closer emotional bonds, and more attention is paid to accompanying children and spending family time together. These consumers are willing to contribute more time on their families, and are also willing to pay higher prices. Therefore, we want to redefine the dishwasher as "empowering more precious family moments " By appealing for love and companionship, we attach emotional value on the dishwashers, thereby breaking through traditional stereotypes and fueling motivations for purchase.

The Creative Idea (20% of vote)

Maximize the tagline "It’s not what you need, but what your family needs" by real-life scenarios! Online Video: No scripts and performances, only real reactions. Parent-child combo: The true voice of children "needing company". Husband-wife combo: Discuss the housework between husband and wife to show their love and arouse the willingness to buy a dishwasher. TVC used a front-facing scene of a child, as if she is talking to the viewer. The eye contact and talk of the child convey a desire to have company, which strikes a chord in parents' hearts. MRT OOH involved a 3D landscape art piece showing dirty dishes stacked in a sink, matched with the helpless appearance of children eager to be accompanied, and a thought bubble saying "hate washing the dishes“. This design was intended to trigger the public to enter into the mood of “dishwashing hell”, instantly increasing the psychological need for dishwashers.

The Outcome / Results (20% of vote)

Compared to the same Mother’s Day promo period of the previous year, the peak period for home appliance promotion, sales of dishwashers grew by 40%. The Bosch brand and products became hot topics of discussion. We not only increased sales, but also expanded the market. 1. Total views on internet video platforms reached 190% of the target audience number. Keyword searches increased by twofold compared to the same period during the previous year. Favorable views of the brand Bosch increased as well as interest in dishwasher products. 2. Market competition is intensifying: Competitors planned to increase marketing expenses to grab market share. Results gained the keen interest of Bosch Greater China, who used this successful campaign as a case study for future marketing campaigns in the region. Awarded Bronze Prize for Creativity-Integration the 2020 ROI Festival/ Nominated for Effie Awards Greater China - Home Appliance Category (finalist to be confirmed)

Please tell us how disruption in your market place inspired the work

Leverage observations of social trends to seize opportunities: Traditional frameworks are gradually been deconstructed. In addition to housework labor, love and companionship are more important to the family. A dishwasher that can free up time for family companionship is useful for the whole family. Precise consumer insights and innovative strategies: By no longer emphasizing product function, the campaign focused on familial bonds through love and companionship as the key appeal. This allows consumers to picture the scenarios in their real life situations, and eventually convince themselves, thus creating purchase motivation and keen interest. Online and offline integration for a truly immersive experience: Online videos featuring amateur characters sparked resonance and discussion. A 3D art piece featured visual effects of “sinking into the hell of dirty dishes” in MRT carriages, driving target audience groups to transform an empathetic point of view into a substantial purchase motivation.