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Brief

Launch the new Bosch PerfectDry dishwasher and communicate that it leaves dishes, pots, pans, glassware and even plastics completely dry and cupboard ready, after every single wash.

Bosch PR
Bosch PR Company
Bosch PR Agency

Campaign

We brought the Bosch PerfectDry concept to life by with an experience where you could immerse yourself in the PerfectDry technology – by walking through water, but staying perfect(ly) dry!

Measuring 50 times larger than an average dishwasher, we created the world’s largest ever ‘dishwasher’
which, if real, was big enough to clean 7,500 items and enough place settings to serve 650 people. Using 2,000 litres of recycled water falling at a rate of 44 litres per minute, a wall of water fell from the inside ceiling of the ‘dishwasher’, but as visitors tentatively walked towards the liquid-curtain, state-of-the art motion sensors responded to their presence, automatically stopping the flow as they stepped through, letting them emerge on the other side, totally dry.

Hosted on Southbank for three days, a listings release was sold in to the national and London press to generate awareness and footfall, and, to spread the engagement further, we ran a social media competition with #PerfectDry and the chance to be selected at random to win a Bosch PerfectDry dishwasher.

Results

Coverage was secured in TimeOut London, TNT, Huffington Post and many listings websites delivering a reach of 15 million and nearly 3,000 visitors experiencing the PerfectDry dishwasher. The #PerfectDry competition delivered almost 400,000 impressions via Facebook and Twitter across the three days.