Strategy, UX Design, Development

GROHE Sense Power Activation How we have turned installers into brand ambassador and experts for GROHE's new smart home products.

Challenge

The introduction of the water security products Sense and Sense Guard is not a further expansion of the Grohe product portfolio.

To date, installers have had little contact with the smart home, let alone with technologies such as the internet of things or cloud-based services. The success of the project therefore depended not least on whether we were able to win over the installers as external sales staff and multipliers for GROHE's new smart home products.

THIS work Our task was to develop a campaign and learning strategy, to implement it using appropriate content formats and to supervise it for the entire duration of the campaign.

The decisive criteria for success were a clear project structure and organisation. In three successive phases, we delivered a holistic concept and various content formats in cooperation with our customer, in addition to analysis and target definition. This approach enabled us not to lose sight of the goal at any time during the project and to be able to work goal-oriented.

Scope

In order to be able to grasp the task correctly and take the right path, the scope of the project had to be defined in advance. First and foremost, it was important for us to understand what resources were available to us, what the installers' goals were and what GROHE's brand and company goals were. And more importantly, how we achieve these goals.


Proposition

Customer Tasks
Brand Tasks
Business Tasks


Plan

Features
Flows
Formats


Production

Design
Development
Distribution

Our Goals
Relevance

Convince installers of the relevance of these new technologies for their business and take away any fears of contact.

Enthusiasm

Inspire installers for the new GROHE products.

Knowledge Transfer

Enable installers to offer the new products to their customers and install them.

Bonding

Keeping installers interested in the subject and loyalty to GROHE.

Concept

After the analysis and target definition, the conception phase began: In view of the very special user needs, the goals set and the long campaign duration, the decision was made to create an independent portal with information about smart home and the new GROHE products.

The developed platform was the central contact point for all accompanying communication measures of the campaign and was always available for the installers. In order to offer the installers the best learning experience, we also designed appropriate learning formats for each target defined in the scoping phase.


Proposition

Customer Tasks
Brand Tasks
Business Tasks


Plan

Features
Flows
Formats


Production

Design
Development
Distribution

Product

In the final step, the defined learning formats were produced and made available to the European market in a total of 16 languages.


Proposition

Customer Tasks
Brand Tasks
Business Tasks


Plan

Features
Flows
Formats


Production

Design
Development
Distribution

The Formats The Ondus Portal

Our central platform on which we could publish all content.

Welcome Video

Special & Relevance: The CEO of GROHE greets the users with a welcome video, where he demonstrates his appreciation for the installers and emphasises the relevance of the new product category.

Basic Training

Steady, Relevance & Knowledge transfer: An online introductory training in the technology of the products Sense and Sense Guard.

Highlight Training

Special & Enthusiasm: An inspiring, involving presentation and introduction of the new GROHE smart home products.

Frequently Asked Questions

Steady & Knowledge transfer: Quick answers to the most common questions about the products and their installation.

Grohe Lottery

Special, Enthusiasm & Commitment: A strong incentive to lead installers to the portal and test the products themselves. GROHE gave a trial package of the products to the first 1,000 installers who successfully completed the training.

Smart Home News

Sequence & Bonding: Curated and subscribable news from the smart home world.

Basic Training & Highlight Training
Ergebnis A campaign and a learning portal that provides the right solutions to the identified goals and needs of installers.

The goals and needs of the installers defined in the scoping phase were groundbreaking for the development of the Ondus Portal and all measures accompanying the campaign. This enabled us to design learning and content formats that not only made the installers true experts in smart home, but also ambassadors for the new GROHE products.