After more than a decade education, clothes dryers still have only 0.2% penetration in Chinese households, as the tradition of drying clothes with sunshine is deep in the culture.
To defeat dryer’s biggest enemy in China – sunshine, Bosch took a different perspective. We used a social experiment to point out to the Chinese young generation: the moment when you hang your clothes on the balcony, you are exposing your privacy at the same time. The clashes between young and old drying mindset soon turned to a huge social media debate, and the consumers were guided to the EC purchase page with their established urgency for buying a dryer.
The idea “don’t hang your privacy out” made consumers realize the necessity of dryers, which benefited the sales by increasing the monthly sales value of Bosch dryers by 436% compared to previous month.