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The Challenge: To reposition Bosch from a premium dishwasher company to an entire kitchen solution.

The Objective: To build an upscale kitchen, either to have the kitchen of their dreams or with a view to increasing the resale value of their house.

The Plan: A visual of a beautiful, modern kitchen would be key to draw in the target. Also a financial inducement would give a further incentive to buy. Finally, communicating stores where Bosch is sold was important to help the consumer actually go and shop.

Newspapers, both print and online, fit the bill. They reach both the affluent and boomer consumer effectively. And they allow for an inspirational photo combined with key information points. The campaign was supported with radio and social elements as well.

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