Saatchi & Saatchi develops an integrated campaign for the global launch of the new robot vacuum “Kobold VR200”
Düsseldorf, 18th of September 2014 – A clean, dust-free home without having to do any vacuuming – this is now possible thanks to the vacuum robots by Kobold, a division of the company Vorwerk International Strecker & Co. from Wollerau in Switzerland. The company aims to convince even more modern, tech-savvy households around the world of this technology with the new model ‘Kobold VR200’.
Saatchi & Saatchi in Düsseldorf is going to help them do it: the team headed by Christian Rätsch, Stéphanie Rupp and Alexander Reiss prevailed against five renowned competitors in a multilevel international pitch and has now developed a launch campaign for the eight key markets Germany, Italy, France, Spain, Switzerland, Austria, Czech Republic and China.
The international campaign already starts in September. Saatchi & Saatchi will highlight the ‘Kobold VR200’ cross-medially with a TV-spot, online films, display ads, digital content, Social Media ideas, literature and retail marketing strategies for Vorwerk’s own shops. The ideas for this campaign were developed out of Düsseldorf in cooperation with international offices from the Saatchi & Saatchi network.
The focus of the campaign is the story of a small, clumsy toy robot that falls in love with the extremely accurate Kobold robot vacuum. Under the direction of Jamie Rafn, the story has been realised by the British film production company ‘Smuggler’.
“A robot vacuum is a high-tech product, which we would like to take out of its niche. The challenge is that we have to explain this technical product and highlight the superiority of the ‘Kobold VR200’, but we must also present it in a highly emotional manner,” says Alexander Reiss, Executive Creative Director at Saatchi & Saatchi Düsseldorf.
With this campaign, Kobold has ventured into producing a central film for its key markets for the first time. The spot will air on TV and on the Internet, and the international campaign is kicking off in Germany mid September.
“To us, Vorwerk is a client for the heart that understands how important it is to communicate their brand and products emotionally as well as strategically,” states Christian Rätsch, CEO of Saatchi & Saatchi Germany, “with our Lovemarks philosophy, we are ideally set up to support this claim with strong creative work.”
Hillary Roche, International Marketing Director at Vorwerk, states: “Saatchi & Saatchi understands how we work, how our indirect distribution structure works, as well as how and where we are most able to reach our customers. Their experience with the development and implementation of global campaigns and Saatchi & Saatchi’s strong integrated competence will help us launch the “Kobold VR200”.
Agency: Saatchi & Saatchi, Düsseldorf
Alexander Reiss, Executive Creative Director and Art
John Pallant, Copy Writer
Daniel Grether, Creative Director
Thorsten Altmann, Art Director
Ingmar Krannich, Art Director
Jean-Pierre Gregor, Art Director
Tanja Dringenberg, Copy Writer
Dennis Junck, Digital
Bettina Tetens, Art Buyer
Annette Berkenbusch, Producer
Andy Gulliman, Worldwide Director Film & Content
Lexy Stingl, Producer
Director: Jamie Rafn
Producer: Ray Leakey, Producer
Production Company: Smuggler, London
Post Production: Electric Theatre Collective
Sound: Wave Studios
The Vorwerk & Co. KG was founded in 1883 as a family-run business. The holding company’s corporate headquarters are in Wuppertal (Germany). The personally liable shareholders Walter Muyres, Reiner Strecker and Frank van Oers are at the helm of the group of companies. The core business of Vorwerk is worldwide direct sales of high-quality household products (Kobold vacuum cleaner, Thermomix kitchen appliance, products by Lux Asia Pacific) and cosmetics (JAFRA Cosmetics).
The Vorwerk family also includes the akf banking group, Vorwerk Carpets as well as the HECTAS Group as a subsidiary company. Over 622,000 people work for Vorwerk around the world – and of these, 610,000 are independent distributors. Vorwerk reported consolidated revenues of 2.6 billion Euros (2013) and is active in more than 70 countries.
About Saatchi & Saatchi
Part of the Publicis Groupe, the 3rd largest communications holding company worldwide, Saatchi & Saatchi’s Network clients include Diageo, Carlsberg, General Mills, HSBC, Lenovo, Mead Johnson, Mondelez International, Novartis, Procter & Gamble, T-Mobile, Toyota and Visa Europe. With 130 offices and over 6000 employees, Saatchi & Saatchi is known for its outstanding creative ideas that generate powerful emotional connections between consumers and products. This is a key element in Lovemarks, Saatchi & Saatchi’s unique methodology for elevating the status of brands by creating ‘loyalty beyond reason’ and ‘inspirational consumers’.