how to innovate branding in a ‘traditional’ company · 62 legal entities 1 investment holding...
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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
Internal | Geschäftsbereich, Abteilung | 5/5/2016© Robert Bosch GmbH 2016. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
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
3 Internal | Geschäftsbereich, Abteilung | 5/5/2016© Robert Bosch GmbH 2016. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.
Internal | C/CCR2-CN | 5/5/2016© Robert Bosch GmbH 2016. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.4
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