thjnk launches international website for Gaggenau

Gaggenau, the manufacturer of high-end kitchen appliances, has a new international website:

Following a multistage pitch in 2011, Gaggenau decided to entrust the development of its online strategy and all online activities to thjnk (formerly known as kempertrautmann).

At the heart of this was the development of a new international website, which has now been launched in more than 40 countries and in 15 languages. The website is all about showcasing products in a way that underpins the brand promise of “The difference is Gaggenau.” The world of Gaggenau is also brought to life through an emphasis on exclusive cuisine and a cultivated lifestyle, with the brand values of “real, uncompromising and extraordinary” serving as a guideline to help do the brand justice.

Real: just like the original, true to the industrial manufacturing business and genuine in terms of product iconisation.

Uncompromising: in every detail, in its pursuit of leadership and the quality of its presentation.
Extraordinary: useful, innovative, clear in terms of design and easy to use.

The new online platform is characterised as much by its innovative structure and user-friendliness as by its grand visuals and high presentation quality. The website is also remarkable on account of the intelligent way it links with multimedia editorial content from the brand as a whole, and for the comprehensive information it provides on the appliances’ diversity and modularity.

The project was developed and implemented by thjnk in collaboration with ARITHNEA (back end), Kuborgh (front end) and Hoffmann und Campe (editorial).

“With the website relaunch, we’ve taken a large step towards establishing Gaggenau as a holistic brand for the digital age,” explains Sven Schnee, Gaggenau Marketing Director.

“The new Gaggenau website is a digital milestone – for Gaggenau and our agency alike.”  (Wulf-Peter Kemper, Director, thjnk Hamburg)

Gaggenau has been a client of thjnk since 2007. In recent years, the agency has been primarily responsible for brand development, the communication strategy and ATL. thjnk subsidiary loved designed the brand’s promotional and sales literature and has been tasked with further developing its corporate design.

About thjnk:
trautmann, heumann, jochum and kemper was founded in 2012. The agency had previously operated under the kempertrautmann name. thjnk ag, with over 200 employees and its three sites in Berlin, Düsseldorf and Hamburg, works for brands such as Audi, ARD, Axel Springer, BASE, Bauer Media Group, Bertelsmann, Commerzbank, comdirect, Gigaset Communications, Gaggenau, Görtz, GROHE, hagebaumarkt, HARIBO, Schwarzkopf & Henkel, IKEA, ORYZA, Paulaner, Schwartau, Unitymedia and Vaillant. In 2005, the agency was voted Germany’s Newcomer Agency of the Year and, in 2009, Global Newcomer Agency of the Year.

About Gaggenau Hausgeräte GmbH:
As a manufacturer of high-quality domestic appliances, Gaggenau is an innovative leader when it comes to German-made technology and design. The company is characterised by a tradition that extends back more than 300 years and its ability to continually revolutionise domestic kitchens with products that have won awards all over the world. Its success is based on a combination of technological advancement, clear design and flawless functionality. Since 1995, Gaggenau has been a subsidiary of BSH Bosch und Siemens Hausgeräte GmbH, Munich, and boasts flagship showrooms in the major cities of more than 50 countries. In 2011, the annual turnover stood at more than €170 million (Gaggenau Press division). The launch of its website in 40 countries and 15 languages means that the essence of Gaggenau and its appliances is brought to the fore and can be experienced with new levels of intensity.

The Gaggenau team:
International Marketing Director: Sven Schnee
Group Marketing Director: Stefan Hösle

The thjnk team:
Head of Strategy: Wulf-Peter Kemper; Head of Account Management: Michael Schneider
Head of Project Management (PM): Patrick Peter; PM: Robin Pauschinger; PM: Eckhard Schneider
Creative Director: Martin Drust; Design Director: Matthias Kern; IA/Online Concept: Grit Hornich
Screen Design: Nico Pelz, Miriam Frerix, Stephan Richter, Laura Lucia Fischer
Copy: Grit Hornich, Isabel Rathgeber, Stefanie Wyrsch; Content Management: Jessica Bartsch