Las Vegas, CES 2019, Jan. 8, 2019: Bosch and IoT; what is the connect? “Like a Bosch” is the tagline of a new global image campaign launched at CES 2019 by auto major Bosch.
At the centre of the new public relations effort in an attempt to transform the old German company from its old avataar to a modern-day one, which is a purveyor of Internet solutions, including vehicles that communicate with their owners and with other vehicles.
As if to emphasise the connect between Bosch and IoT, Bosch was showcasing a self-driving shuttle vehicle concept at the trade show. This was intended to show off Bosch’s capabilities to make vehicles run by themselves, safely and in a consumer-friendly way.
Bosch’s new 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. The aim is to show the connect between Bosch and IoT. This move capitalises 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.
“We’ve picked up on a global internet sensation and reinterpreted it with a humorous touch,” said Boris Dolkhani, head of brand management at Bosch, in a statement. The company’s aim is to spark off a viral IoT movement, spreading this message across all the relevant communication channels in order to reach a mass audience.
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 US $250 billion 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.