Hamburg, June 2018: Wuppertal-based Vorwerk has appointed TRACK to handle the CRM activities for the launch of its innovative Temial tea maker. The Hamburg agency landed the new account without a pitch process, but following a series of strategic discussions.
Vorwerk recently unveiled its ground-breaking new innovation at a press conference. Temial combines state-of-the-art technology with traditional tea culture. By using a code scanner and an accompanying app, different varieties of tea can be prepared individually – all controlled via the app from the comfort of a sofa. With this product, the company is hoping to build on the considerable successes it has achieved with Thermomix®, its pioneering, do-it-all kitchen appliance.
Working together, Vorwerk and TRACK have developed a comprehensive, integrated 1:1 CRM strategy that can be implemented across all touchpoints. The Hamburg agency also provided consultative support in the development of an analytical customer-needs model – and assisted Vorwerk in its implementation. The big challenge lies in establishing a harmonious connection between anaologue moments of indulgence and the digital technology behind the innovation.
“We are very excited to be applying our CRM expertise to help Vorwerk – who are themselves renowned direct marketing specialists – and supporting the launch of their ground-breaking Temial tea maker,” commented Phillip Schilling, TRACK CEO.
So far, 2018 has been highly successful for TRACK with regards to new business acquisitions. It was recently appointed by BMW Motorrad as its lead global creative agency, and it also won the account to develop and manage the community platform of German discount giant, Aldi Süd.