Heat pumps, the Bosch way


Most people have a relationship with Bosch, the globally recognized brand known for technology that makes life at home easier. Far fewer knew they also make heat pumps in Sweden. In fact, most people rarely think about heat pumps at all. Maybe once every twenty years. Our job was to create communication that brings new energy to the category and challenges the traditional market leaders.

To match Bosch’s international status, we positioned the brand as a more modern and playful choice for a new generation of homeowners. The strategy was simple: surprise people enough, visually and creatively, to make two words stick together. Bosch and heat pumps.

Bosch Heat Pumps and IVT Heat Pumps are part of Bosch Thermotechnology, the heating division of the Bosch Group.

Even good things can have side effects. Bosch heat pumps make the air fresher, the hot water more reliable, and leave more money in your pocket. With more efficient heating and cooling, you may feel significantly less inclined to leave the house. All year round.

A formal warning about potential side effects therefore seemed appropriate. Since Bosch heat pumps don’t come with a warning label, we communicated them through the campaign “Warning: Pleasant Indoor Climate.”

With Bosch’s renowned quality and innovative features, these heat pumps represent engineering that borders on magic. To bring this to life, we created 3D environments that give the products the wow factor they deserve. And since most orders are placed online, the digital experience of the products’ thoughtful design plays a crucial role in the final purchase decision.

Despite a challenging economy for consumers, Bosch strengthened its position in the Swedish heat pump market in 2024. Through campaigns, ongoing content production, and product launches, we exceeded the lead target by 70%.

Beyond the creative work, we developed an activation strategy and managed media buying across all digital platforms. Working closely with Bosch’s international team, we also created strong synergies with the global campaigns.