Title | SWITZERLAND’S WORST COOK |
Brand | VORWERK SCHWEIZ AG |
Product/Service | KITCHEN UTENSIL |
Category |
A03. Durable Consumer Goods including Automotive |
Entrant
|
SERVICEPLAN SUISSE Zürich, SWITZERLAND
|
Idea Creation
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SERVICEPLAN SUISSE Zürich, SWITZERLAND
|
Production
|
SERVICEPLAN SUISSE Zürich, SWITZERLAND
|
Post Production
|
SERVICEPLAN SUISSE Zürich, SWITZERLAND
|
Credits
Raul Serrat |
Serviceplan Suisse AG |
Chief Creative Officer |
Marcin Baba |
Serviceplan Suisse AG |
Executive Creative Director |
Thomas Lüber |
Serviceplan Suisse AG |
Creative Director |
Mareike Pässler |
Serviceplan Suisse AG |
Copywriter |
Hanna Blumenrath |
Serviceplan Suisse AG |
Copywriter |
Jasmine von Niederhäusern |
Serviceplan Suisse AG |
Art Director |
Dominic Häuptli |
Serviceplan Suisse AG |
Account Director |
Dario Pucci |
Serviceplan Suisse AG |
Graphic Designer |
Kurt Bösiger |
Serviceplan Suisse AG |
DoP/Camera/Edit/Post |
Dominic Shota Schweingruber |
Serviceplan Suisse AG |
DoP/Camera/Edit/Post |
Why is this work relevant for Brand Experience & Activation?
There was little awareness of either the Vorwerk brand or its Thermomix® TM6 kitchen machine in Switzerland before the start of the campaign. Our concept communicated the product’s advantages in a playful way, activating the target group over four campaign phases to achieve a significant boost in both interest and sales. A media mix balancing media partnerships, social media and influencers and brand ambassadors helped optimize the campaign’s virality.
Background
The Thermomix® TM6 food processor from Vorwerk features over 20 cooking functions and more than 40,000 recipes. Prior to the launch of the new TM6, the Thermomix line of versatile kitchen helpers was not widely known in Switzerland – unlike in other countries like Germany, Portugal or Italy.
Describe the creative idea (20% of vote)
Today, social media inundates us with images of perfectly prepared dishes. But not everyone has the time or skill to meet this standard. By celebrating cooking fails, our campaign culminated in an entertaining yet powerful demonstration of how the Thermomix® can help anyone cook their dream dish. A landing page let users apply by submitting their biggest cooking fails. An expert jury and public vote decided the winning entry. At a live event, the winner was presented with a Thermomix® TM6 and cooked a gourmet dinner for their five best friends with the help of their new TM6 and celebrity chef Silvio Germann.
Describe the strategy (20% of vote)
Vorwerk relies on an indirect sales strategy via representatives, meaning the product is not available to buy or test in shops. The aim was thus to significantly increase product and brand awareness in Switzerland with a relatively small budget among a large target group (Age 25 – 65): individuals who don’t shy away from discussing their weaknesses, even on social media, and look for healthy alternatives to convenience food without having to invest too much in preparation.
Describe the execution (30% of vote)
The campaign ran on Facebook, Instagram and YouTube (paid and organic), as well as its own landing page. This was complemented by a media partnership with 20 Minuten (Switzerland’s biggest daily newspaper and news portal) and the Betty Bossi (Switzerland’s favorite food portal) media channels.
List the results (30% of vote)
The campaign far exceeded all original objectives in terms of sales, website traffic and community engagement. On Facebook, engagement rates rose 22%. The brand’s Instagram follower numbers saw a nearly 30% jump, with the campaign attracting 33% more likes than the brand's average response rate.
All in, brand awareness was increased by more than 100% — four times the campaign’s initial KPI. Even more significantly, the campaign drove a 22% boost in sales, and a nearly 60% rise in demands for product demonstrations from distributors.