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#LikeABosch: Bosch to launch IoT image campaign

  • PR move to position the company as global IoT leader
  • Bosch to underscore its IoT capabilities with hip-hop and humor
  • Head of brand management Boris Dolkhani: “When it comes to the internet of things, all roads lead to Bosch”

Peter De Troch

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“Like a Bosch” is the tagline of a new global image campaign the technology and service company is set to launch next year, when CES, the world's largest consumer electronics fair, gets underway in Las Vegas on January 7, 2019. This campaign aims to get the message across that Bosch is the leading provider of connected products and solutions. The main plank of the campaign is a hip-hop video clip featuring a protagonist who is a savvy IoT user. Bosch is entering new territory with its “Like a Bosch” campaign; the decidedly different approach and tone marks a departure for the company, which was founded in 1886. This PR move capitalizes on a rash of “like a boss” videos and memes that have gone viral on the internet, attracting tens of millions of clicks. These videos feature everyday people who stage bizarre stunts, perform impressive athletic feats, or find their way out of predicaments with technical finesse. The corporate “Like a Bosch” campaign changes a few letters in order to put a fresh spin on this internet phenomenon. The young man in the Bosch video is always on top of things, thanks to connected solutions from Bosch. Smartphone in hand, he operates his car, lawn mower, or coffee machine in a cool, smart, and confident way – he’s in charge of things “like a Bosch.”

Sparking a viral IoT movement

“We’ve picked up on a global internet sensation and reinterpreted it with a humorous touch,” says Boris Dolkhani, head of brand management at Bosch. “Where the internet of things is concerned, all roads lead to Bosch. That’s the campaign’s clear message.” The company aims to spark a viral IoT movement, spreading this message across all the relevant communication channels in order to reach a mass audience. Bosch is counting on its 400,000 or more associates to further the cause by liking and sharing these videos. Further clips featuring products for the two IoT domains of connected mobility and connected living are to follow later in the year. The image campaign created by Jung von Matt, a Hamburg, Germany-based advertising agency, is to be rolled out across digital and social media channels.

A company on the move

Bosch continues to expand its position as a leading IoT company and sold 38 million web-enabled products in 2017. Today, 20 percent of its roughly 27,000 software developers focus exclusively on the IoT. Bosch expects the global IoT market to grow by 35 percent a year to reach an annual volume of 250 billion U.S. dollars by 2020. Those prospects have prompted the company to pursue ambitious goals, and it is now aiming to have internet connectivity in all its electronic devices by that time. Moreover, data-based services will be offered for each device, with artificial intelligence set to play a key role here.

Additional information on the “Like a Bosch” campaign: iot.bosch.com

About Bosch

Bosch has been present in Belgium since 1907. The Bosch Group employs approximately 1,050 associates in Belgium. The main sites are located in Tienen, Anderlecht and Mechelen.

The Bosch Group is a leading global supplier of technology and services. It employs roughly 428,000 associates worldwide (as of December 31, 2023). According to preliminary figures, the company generated sales of 91.6 billion euros in 2023. Its operations are divided into four business sectors: Mobility, Industrial Technology, Consumer Goods, and Energy and Building Technology. As a leading IoT provider, Bosch offers innovative solutions for smart homes, Industry 4.0, and connected mobility. Bosch is pursuing a vision of mobility that is sustainable, safe, and exciting. It uses its expertise in sensor technology, software, and services, as well as its own IoT cloud, to offer its customers connected, cross-domain solutions from a single source. The Bosch Group’s strategic objective is to facilitate connected living with products and solutions that either contain artificial intelligence (AI) or have been developed or manufactured with its help. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is “Invented for life.” The Bosch Group comprises Robert Bosch GmbH and its roughly 470 subsidiary and regional companies in over 60 countries. Including sales and service partners, Bosch’s global manufacturing, engineering, and sales network covers nearly every country in the world. The basis for the company’s future growth is its innovative strength. At 136 locations across the globe, Bosch employs some 90,000 associates in research and development, of which roughly 48,000 are software engineers.

The company was set up in Stuttgart in 1886 by Robert Bosch (1861–1942) as “Workshop for Precision Mechanics and Electrical Engineering.” The special ownership structure of Robert Bosch GmbH guarantees the entrepreneurial freedom of the Bosch Group, making it possible for the company to plan over the long term and to undertake significant upfront investments in the safeguarding of its future. Ninety-four percent of the share capital of Robert Bosch GmbH is held by Robert Bosch Stiftung GmbH, a charitable foundation. The remaining shares are held by Robert Bosch GmbH and by a corporation owned by the Bosch family. The majority of voting rights are held by Robert Bosch Industrietreuhand KG, an industrial trust. The entrepreneurial ownership functions are carried out by the trust.

Additional information is available online at www.bosch-press.be, www.bosch.be, www.bosch.com, www.iot.bosch.com, www.twitter.com/BoschBelgium, www.linkedin.com/company/bosch-belgium/ and YouTube: Bosch Belgium

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