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Hansgrohe Wins Award for Online Communication

Awards ceremony

Hansgrohe wins an award for its word-of-mouth campaign for the Raindance Select E 120 hand shower

Hansgrohe won the German Award for Online Communication in the “Product Launch” category for its interactive consumer campaign on the Raindance Select E 120 hand shower, in conjunction with the marketing professionals from trnd. The award has been presented every year since 2011 by the magazine ‘pressesprecher’. It recognises outstanding projects, professional campaign planning and ground-breaking digital communication strategies.

Spreading the word about shower innovation

For the market launch of its three-jet hand shower featuring the Select Function, Hansgrohe arranged for 500 product testers in Germany, Austria and Switzerland to spend a period of one month testing out the product in their showers. In conjunction with trnd, Germany’s largest provider of collaborative marketing, the subjects were asked for their opinions: communicating these as bloggers or online reporters. The campaign was moderated by trnd and accompanied by Community initiatives. This meant that the test results were played out on blogs and social media channels.

Testing for the fun of it, shower parties with friends

The shower testers invited people to fun shower parties, filled out questionnaires and related their experiences in a total of 278 blogs and 215 postings, as well as on other social media channels. The campaign results are indeed impressive: 98% positive product reviews, three concrete product ideas, 1,340,000 responses relating to showering and the Raindance Select hand shower. This was the first word-of-mouth campaign initiated by Hansgrohe as part of a product launch. In pursuing this new path of communication, the brand gained some invaluable experience and achieved good coverage.

An enthusiastic and positive response from shower testers

“We received authentic feedback directly from the consumers, and were invited into the bathrooms of 500 people, so to speak”, said Joachim Huber, Marketing Manager of the Hansgrohe brand. “This award, presented by an independent body made up of industry professionals, is the icing on the cake as far as the success of our campaign is concerned. We were amazed at the testers’ enthusiastic and positive responses to the hand shower.” In order to win the award, which was presented on 21 May 2014 in Berlin, trnd and Hansgrohe successfully fought off competition from other nominated campaigns by adidas, Ravensburger, ZDF and Henkel.

The shower – a Community favourite

“We were delighted that Hansgrohe was so happy with the results of our campaign”, added Rafael Schwarz, Managing Director of trnd DACH GmbH, “so we applied for the award.” More than 25,000 consumers from the D-A-CH regions (Germany, Austria and Switzerland) applied for the Hansgrohe hand shower trial. It was the second-best result in this campaign format in the history of the trnd platform, which is now used by more than 650 collaborative marketing campaigns to invite consumers to discover attractive products.


Source: Hansgrohe International News

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