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	SERVICEPLAN SUISSE Zürich, SWITZERLAND
Production	SERVICEPLAN SUISSE Zürich, SWITZERLAND
Post Production	SERVICEPLAN SUISSE Zürich, SWITZERLAND

Name	Company	Position
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. ​