Bosch introduces city-building mobile game to build its brand in China

Mobile Now Group, together with the German agency Aquarius, the long-term digital agency for Bosch China, has helped Bosch to launch a new branded, city management game called 'Lord of the city'. The game debuted on 16 November. 

Liam Winston, head of Mobile Now Group, said the game has been a significant undertaking from all parties and is a first for Bosch in the China market. The agency has extensive experience in building mobile games and recently rolled out Zespri's branded Kiwi Farm game.

The brand hopes to raise awareness in China, but not in a 'hard-sell' way. In the home appliances sector, Bosch compete with LG, Haier, Electrolux and Fisher & Paykel. In the power tools segment, its competitors include DeWalt, Matika, Black and Decker.

Winston said that a game is a soft way to reach out to the company's target audiences. The agency has been working with the brand over the last 12 months. The game allows players to look after the inhabitants of a city and expand that city using green methods, which underlines Bosch's green initatives.

Bosch set up its first sales office in China as early as 1909. In 1926, the first Bosch car service was opened in Shanghai. Today, the company is active in China in automotive technology, industrial technology, and consumer goods and building technology.