Bosch Home Appliances launches a quirky new digital campaign Karo #ChancePeDance
Bosch Home Appliances, one of Europe’s leading home appliances brands has announced a special promotional offer - Chance Pe Dance that offers an amount of up to Rs. 7000/ off - for the exchange of an old washing machine. The new exciting offer has been launched with an aim to enthuse customers prior to the festive season wherein customers can now exchange their old rickety washing machines with a silent Bosch washing machine at a discounted price.
In India, home appliances like the washing machines once bought are seldom replaced, despite never ending maintenance costs and unsatisfactory performance. Customers constantly face issues with their old washing machines which vibrate and shake during the washing cycle and create a lot of noise. However it has been observed that they delay their decision to invest in a new product and continue with their dysfunctional machine that delivers below average washing performance. Based on this insight, Bosch Home Appliances has taken a fresh perspective to highlight customer woes with the launch of Chance Pe Dance digital campaign which gives a funny twist to this age old problem. This is also a wake-up call for all the consumers to seize this opportunity and get a brand new Bosch washing machine.
Conceptualized and executed by O&M, the quirky new digital video showcases a montage of old rickety machines dancing on a festive tune. The video highlights that now customers can see their old machines dance ‘one last time’ and exchange it for a German Engineered Bosch washing machine which comes equipped with anti-vibration sidewall design technology pioneering the silent washing machine revolution in the market.
Speaking about the offer, Mr. Gunjan Srivastava, MD & CEO, BSH Household Appliances Manufacturing Pvt. Ltd. said, “The festive season is traditionally associated with high purchase behavior, especially for household appliances and gadgets. The Chance Pe Dance offer aims to encourage customers to break their inertia and get rid of their old dysfunctional rickety machines in exchange of best in class German technology Bosch washing machines and usher the festive cheer ahead of the season.”
“Based on customer insights and buying behavior, we have given a twist to household woes in a funny, yet captivating way. We are confident the new campaign will resonate with our customers”, he further added.
Kainaz Karmakar and Harshad Rajadhyaksha, ECDs, Ogilvy Mumbai commented on the work, "Usually a promo brief is treated as an initiative to help the brand boost sales. But the way the brief was approached by Ramakrishnan Hariharan and team, has proved how a real insight can be brought alive in such an enjoyable manner. The visuals of dancing machines are so disruptive that we are very positive of it having a great impact on the Bosch brand within the category. "
Bosch Home Appliances has also rolled out a detailed marketing campaign to support the Chance Pe Dance offer with print ads, out of home advertising and innovative point of sales. Realizing that digital is the new way forward and to give the campaign a 360 degree approach, BSH would also be aggressive on social media platforms, video-centric platforms and preferred mobile destinations.
This special offer is available with all authorized Bosch dealers and is valid till 31st December, 2015. Bosch has a strong network of dealers across India with customer care service in over 300 cities.