- Bosch to underscore its IoT capabilities with hip-hop and humour
- Head of brand management Boris Dolkhani: “When it comes to the internet of things, all roads lead to Bosch”
“Like a Bosch” is the tagline of a new global image campaign the supplier of technology and services recently launched at CES, the world’s largest consumer electronics fair.
The campaign aims to get the message across that Bosch is the leading provider of connected products and solutions.
The main plank of the campaign is a hip-hop video clip featuring a protagonist who is a savvy IoT user.
Bosch is entering new territory with its “Like a Bosch” campaign; the decidedly different approach and tone marks a departure for the company, which was founded in 1886. This move capitalizes on a rash of “like a boss” videos and memes that have gone viral on the internet, attracting tens of millions of clicks.
These videos feature everyday people who stage bizarre stunts, perform impressive athletic feats, or find their way out of predicaments with technical finesse.
The corporate “Like a Bosch” campaign change a few letters in order to put a fresh spin on this internet phenomenon. The young man in the Bosch video is always on top of things, thanks to connected solutions from Bosch. Smartphone in hand, he operates his car, lawn mower, or coffee machine in a cool, smart, and confident way – he’s in charge of things “like a Bosch.”