Hansgrohe

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Hansgrohe
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• Background
• In its 107-year history, the Hansgrohe company,
  headquartered in Schiltach/Black Forest, has
  acquired a reputation within the sanitary
  industry as a leading innovator in technology and
  design. With its showers, fixtures and shower
  systems, Hansgrohe creates the original products
  that make the bathroom more functional, more
  comfortable and more beautiful. The Hansgrohe
  Group currently has a global workforce of about
  3,200 employees, with nearly two-thirds of them
  working in Germany. The Company, which takes
  tough action against product piracy and
  intellectual property theft, manufactures its
  products in six German plants, in France, the
  Netherlands, in the U.S. and in China.
• In 2009, Hansgrohe AG announced the merger with
  its South African distributor, Personalised
  Bathrooms which was started by the Mederer family
  in 1994.
• Hansgrohe South Africa became the 29th
  subsidiary of this global brand.

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What is the aim of the PR campaign?

• To continue to increase awareness of the
  Hansgrohe brand to consumers and trade, beyond
  product placement and advertising ,through
  credible third party endorsement comprising of
  editorial.
• Grow awareness to trade and consumers alike, that
  after sales service is key to the success of the
  Hansgrohe brand in South Africa this is their
  USP retailers and end-users can trust in the
  brand and its service ethos competitive
  advantage equates to unmatched service.
• Position the brand as an eco-enabler.
• To grow awareness of Hansgrohes CSI involvement
  SA Lifesaving and Reach for a Dream.
• To position Hansgrohe, through lobbying activity
  as the voice for the call to action for
  anti-scalding legislation in South Africa.
• Strategically position Hansgrohe and its ranges
  as
• Complete innovative technology, function and
  design
• The advanced innovator in kitchen and bathroom
  fittings
• As aspirational products indicative of style
• Increasing value of your home

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• The Approach
• Total Media have successfully employed a
  multi-level media relations approach to securing
  and
• building reputation capital for this
  international brand.
• Through a mix of product placement, product
  updates, competitions and reader give-aways,
  profiling
• of key stakeholders and more, we have been able
  to sustain our media coverage for these exciting
• products.
• Furthermore, we capitlaised on the recent trip to
  South Africa of the acclaimed Milan based
  designer,
• Patricia Urquiola and created an exclusive launch
  event around the release of her new bathroom
• designs for Hansgrohe. Over 200 key architects,
  designers and media attended the evening and the
• resulting sales have proven the value of well
  planned events.
• Additionally, we have assisted Hansgrohe with
  trade roadhsows, inviting trade and décor media
  to a review of new products, ensuring that they
  get the correct information and high res images
  way ahead of the curve.

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• Furthermore, Total Media have assisted Hansgrohe
  in South Africa to expand on its original
  sponsorship of SA Lifesaving by creating a stand
  alone event on the lifesaving calendar.
• The Hansgrohe Masters of Water Lifesaving event
  is a three leg series that seeks to improve the
  standard of competition in this volunteer sport,
  aiding our international competitors to be able
  to compete at a global level and obtain first
  three placements.
• The series also allows for crucial recruitment
  drives for this under funded and
  under-appreciated sport and entrenches the
  Masters of Water, Hansgrohe with Lifesaving and
  precious water usage.
• For these events, we send out diary listings in
  advance to encourage participation, invite media
  to attend, participate and review with great
  success - and arrange interviews in print and on
  radio and television for the stakeholders and
  participants and over time, we will certainly
  grow this into a much anticipated event.
• Total Media have also developed a key critical
  green campaign for Hansgrohe, the only product
  in SA to be fully Greenstar compliant ant, which
  will be launched towards the end of 2009.

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Outcomes - Media Relations ResultsFor the
original 8 month period in 2008, Total Media
secured over R2 million in coverage. The 2009
campaign to date, has far surpassed this amount
and further has assisted in maintaining sales in
a severely stressed economy, as Total Media has
been instrumental in developing key partnerships
and relationships with many more specifiers and
through the recent development of a low cost
water saving showerhead, we are able to break
into new markets for this client.
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