Kochstrasse™

Kochstrasse™ carries out the VARTA® Relaunch for Johnson Controls in Europe

Hannover, January 21, 2013. Kochstrasse™ Agentur für Marken GmbH planned and carried out the relaunch of VARTA® by Johnson Controls in 21 european countries.

On January 17, 2013, VARTA® started into a new era in Europe and celebrated the brand relaunch with new logo, a new campaign and the new claim "It All Starts With VARTA®". Kochstrasse™ was responsible for the roll-out concept based on a 6-episode online teaser phase, carried out together with Hannover-based agency Drive Interactive Communication. On the day of the relaunch, these teaser episodes culminated into a "Revelation Spot" featuring the newly composed corporate song "It All Starts With VARTA®". Also on relaunch day, January 17, multimedia presentations showcasing the new campaign were staged in 21 european countries, supported by surprise events for trade partners. On the same day, 21 european mayor cities saw "Make a noise"-events, directed towards consumer target groups. Passers-by tried to imitate the sounds of an engine starting. Video footage of both B2B and B2C events were used as content for the VARTA® website.

"Johnson Controls is a truly multidimensional brand always ready to go in innovative ways. We are proud of what we were able to knock up together in short time – creatively and from a strategic point of view; always with a clear focus on the VARTA® brand values. A fast paced and closely committed collaboration par excellence", says Gesa Lischka, Strategic CEO at Kochstrasse™.

…da geht noch was!

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