Title | VACUUM LOVE |
Brand | VORWERK INTERNATIONAL STRECKER & CO. |
Product/Service | KOBOLD VR200 ROBOT VACUUM CLEANER |
Category |
A06. USE OR INTEGRATION OF MUSIC |
Entrant Company
|
SAATCHI & SAATCHI DÜSSELDORF, GERMANY
|
Contributing Company
|
SAATCHI & SAATCHI DÜSSELDORF, GERMANY
|
Production Company
|
SMUGGLER London, UNITED KINGDOM
|
Production Company 2
|
ELECTRIC THEATRE COLLECTIVE London, UNITED KINGDOM
|
Production Company 3
|
WAVE STUDIOS London, UNITED KINGDOM
|
Credits
Alexander Reiss |
Saatchi/Saatchi Düsseldorf |
Executive Creative Director |
John Pallant |
Saatchi/Saatchi EMEA |
Copywriter |
Alexander Reiss |
Saatchi/Saatchi Düsseldorf |
Art Director |
Andy Gulliman |
Saatchi/Saatchi Worldwide |
Executive Producer |
Lexy Stingl |
Saatchi/Saatchi London |
Producer |
Annette Berkenbusch |
Saatchi/Saatchi Düsseldorf |
Producer |
Michael M. Maschke |
Saatchi/Saatchi Düsseldorf |
Producer |
Jamie Rafn |
Smuggler London |
Director |
Ray Leakey |
Smuggler London |
Producer |
Stephanie Rupp |
Saatchi/Saatchi Düsseldorf |
Managing Director |
Tatjana Flöthmann |
Saatchi/Saatchi Düsseldorf |
Account Director |
The Campaign
Frankly, there's no Branded Entertainment for vacuum cleaners out there. There's just content that rationally explains products or demonstrates how they work. We wanted to change this - we wanted to win people over their hearts to a product that’s usually bought by the head.
Results
Robot vacuum cleaners are still niche products today. But the challenge for the agency has not only been to get the Vorwerk Kobold VR200 out of that niche, it has also been to develop a piece of content that gets understood and liked in seven different countries around the globe - from Europe to China.
Saatchi & Saatchi Düsseldorf solved this challenge by developing “Vacuum love”. A film in a universal language that is understood globally: Love.
Taking place in a modern household it tells the story of a little, clumsy vintage toy robot that falls in love with the robot vacuum cleaner Kobold VR200. But regardless how hard the toy robot tries the Kobold VR200 can’t be distracted and keeps cleaning the house to perfection. This way we manage to smoothly drop a product demonstration while telling a romantic love story - which will actually find a happy end.
Music plays a key role in „Vacuum love“. We wanted a song that fascinates people running households in seven different countries around the globe - and at the same time it should feel like the inner voice of the vintage toy robot singing a song for its beloved Kobold VR200. A song that the toy robot has buried deep inside since his youth. The agency and the director listened to more than 300 songs, before the perfect match was found. A legendary song from Herb Alpert: „This guy’s in love with you“, written by Burt Bacharach in 1968. We used the original score.
Owned media, Youtube, Facebook posts, Blogs, Online PR
Over 400.000 views on Youtube and hundreds of blogs around the world shared „Vacuum love“ by today. This is amazing, because all results so far were reached without any paid-media support. A paid-media support for the campaign won't start until Christmas 2014.