HOW TO INNOVATE BRANDING IN A ‘TRADITIONAL’ COMPANYJAY JIANG, VICE PRESIDENT OF BOSCH CHINANOV. 17, SHANGHAI

Bosch introduction

2

Mobility Solutions

Industrial Technology

Energy and Building Technology

Consumer Goods

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With beneficial innovations, Bosch offers

technology that is “Invented for life”.

It leads the way in quality, performance, and

reliability – for the benefit of mankind and the

environment.

62 legal entities

1 Investment holding company

48 Wholly-foreign-owned-enterprises

13 Joint ventures

In 2015, the sales of Bosch China kept a positive growth

77 billion CNY

Investment in China: 5.2 billion CNY in 2015; total 18

billion CNY from 2011 to 2015

Associates: 55,000 (as of December 31, 2015)

*not including Taiwan Region

Bosch in China

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What is brand？

The brand is not an accessory, it is the main point.

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Bosch China Branding Campaign History

China Corporate Campaign

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Approach for 2016 Campaign Concept

Global proposition

China insight

China proposition

“INVENTED FOR LIFE” / “EMPOWERING PARTNER”

Bosch offers solutions which spark enthusiasm, enhance quality of individual life, society and environment, and help conserve natural resources. We are passionately committed, inspirational, engagingly capable and trustworthy.

After 30 years of speedy growth and chasing prosperity, a lot of fundamental goodness in life like health, relationship have been compromised in China. People have started to rethink the true value of life. They want more simple pleasures everyday but the world won’t stop spinning so making it hard to achieve.

BOSCH is invented for the simple goodness In your everyday life. -> China Corporate Campaign Key Message: “你的美好，博世来帮你”

Better Material Richness Simple Mental Gratification“Simple Goodness”

From To

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Integration of online and offline activities; leveraged with PR, digital and internal communications

Corporate campaign

PR comm.

Support e-commerce

Internal Comm.

Digital comm.

- Official Website- Official SoMe Channels

- Press Release/ executive interview- Media Gathering

- Multi-Channel Project- Co-op with Tmall: Double 11; My Bosch Club

- Internal memo; BZO news; Bosch Connect- Roadshows in 8 locations- Screen-saver; campaign wall, etc.

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Campaign Creative – TVC

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Campaign Creative – Campaign Micrositelife.bosch.com.cn

Social Media Campaign

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“Exchange of simple goodness” Social campaign period: mid Aug – end Sep Role of social part: to generate the interactive activity that enable people to understand how better

life could be with Bosch’s help Purpose: Awareness Engagement Follow Bosch China We-chat Campaign Site CTA

Bosch Exchange of simple goodness• upload the goodness from life in the forms of photo to social

campaign H5, then receive the goodness from other people

unknown

• all the goodness are from different cities with various topics

• participants who receive the photos with Bosch products

could get the prize

• users could find whole map of all the goodness via visiting

campaign site

Social Media Campaign

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“Exchange of simple goodness”

Bosch

(core）KOL

Bosch

2nd & 3rd KOLs on We-

chat

regional KOL on

We-chat

Mass Media

Warm-up KOL relay

H5 promotion

Teaser

H5 leads traffic to Bosch China We-chat

create voice on We-chat, Weibo, press media

1st KOL on We-

chat

We-chat DSP

Wechat Fans Increase ~60,000

Campaign Internal Communications Associate as brand ambassdor

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Campaign PR CommunicationsAttracting media as a dynamic brand

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THANKYOU