Hamburg. VORWERK breaks new ground.
Project
Flagship store launch
Client
Hering Schuppener/ Vorwerk
Period
2011
Sector
Electronics retail
Category
Promotion
Format
Store opening
Guerilla and ambient events
Services
Project management and organization, branding, personnel services
Flagship store launch
In Hamburg, VORWERK no longer comes knocking! The challenge was to get this message across to Hamburg residents, and to invite them to visit the flagship store. Until now, sales of VORWERK products had only been conducted by door-to-door salesmen and saleswomen.
The agency Hering Schuppener commissioned us with the conception and implementation of individual promotion modules within a larger experience communication strategy.
“Conception and implementation of individual promotion modules”
In the evenings leading up to the opening, we went into action. A team of “projection men” was deployed throughout Hamburg’s Alster district to project the message of the grand opening onto building facades in a big way.
On opening day, two mobile promoters on Segways distributed sweepstakes flyers and merchandise to publicize the opening of the flagship store.
These initiatives ensured widespread attention and effective publicity for the store launch, and despite the usual Christmas shopping madness, the store was well-attended.
