Bosch launches three-year long branding campaign across SEA

Bosch, supplier of technology and services, has launched its first Southeast Asian multi-channel branding campaign to heighten awareness of how the company makes the lives of people a little better each day.

Entitled ‘We help make a difference’, the three-year campaign connects audiences to how Bosch’s diverse portfolio of products and solutions – from the tiniest of sensors to water heaters, components that keep vehicles moving, and machine parts that move machines – is ‘Invented for life’.

Advertising agency FCB/Happiness Saigon leads the regional campaign’s creative direction and execution out of Vietnam while OMD provides regional coordination, media planning and buying out of its Singapore office, as Bosch’s incumbent global media agency. The ‘We help make a difference’ campaign has been developed specifically for the Southeast Asian market with a focus on digital media.

The campaign has its own microsite and integrated Facebook app, which is further supported by touch points across print, broadcast, and out-of-home. It is rolled out in the nine countries that Bosch is present in this region, with an emphasis on the emerging growth markets of Vietnam, Indonesia, Cambodia, Laos, and Myanmar.

“Southeast Asia is one of the fastest growing markets for Bosch. We are therefore ramping up our branding efforts alongside our business expansion and to support our company’s long-term growth in this region,” said Karoline Tonn, senior brand manager for Bosch in Asia Pacific and campaign lead.

“With this campaign, we want to showcase a wide variety of products – even those that work discreetly behind the scenes – that help improve quality of life, the environment, and society in this dynamic region,” Tonn said.

“We are thrilled to launch the campaign in Southeast Asia after eight months of preparation and close collaboration with Bosch’s corporate and business units across every location in the region,” said Alan Cerutti, co-founder & CEO at FCB/Happiness Saigon.