With GROHE X, VOK DAMS has created a virtual customer and brand experience for GROHE, one of the leading international luxury sanitary fittings manufacturer. Based on AI and cloud technologies from IBM, GROHE X is unique in the sanitary fittings industry and enables deep and interactive insights into the company’s entire design and product world. The experience has a global reach and is aimed equally at architects and designers, trading partners and craftsmen as well as journalists and consumers.

"A Milestone in the brand’s history"

Launched in March 2021, the GROHE X platform attracted more than 12,000 interested parties within a day. 4,000 people took part in the first three live broadcast events under the motto “Discover the future today”. Among other things, participants experienced the launch keynote, virtual panel discussions and the presentation of the new sustainability management of the GROHE brand. Jonas Brennwald, Leader of the parent company LIXIL EMENA and co-CEO of Grohe AG, declared the launch of GROHE X a "milestone in the brand's history". The platform opens up completely new possibilities for the company to present the brand in a holistically and lively manner to all target groups, regardless of time and location.

From exhibition substitute to a global platform

Originally, GROHE X was planned as an alternative to Grohe’s participation at the biennial global trade fair ISH, which had to be canceled due to the COVID-19 pandemic. But the project quickly developed into much more than just a trade fair replacement: the digital platform sustainably complements GROHE's marketing mix and brings stakeholders closer together with a variety of direct communication options.

“When the pandemic eventually subsides, companies still need to define a new live-marketing mix of face-to-face events as well as hybrid and virtual elements. GROHE has taken a pioneering role here. The GROHE X Brand Experience Hub expertly shows how online interaction and cloud based presentations can be used strategically”, says Colja Dams, CEO of VOK DAMS.

Concept, content and technology as a formula for success

The fact that GROHE X lets its visitors immerse themselves in the world of GROHE more deeply than ever before is a direct result of the intelligent interplay of multimedia target group-specific content. The platform offers exciting keynotes, lectures and statements in the GROHE X broadcasting area. Virtual 360° areas bring product worlds to life and give people a look behind the scenes of the global brand. The GROHE X platform runs on the IBM Cloud and is constantly being further developed in terms of concept and content. IBM contributes AI technologies such as the IBM Watson Media Live Streaming Service or automated subtitling of digital event content as well as a hybrid cloud solution.

Together, GROHE, VOK DAMS, IBM and many other participants, have created a highly innovative digital and hybrid brand experience that has been received with great excitement: With 68,000 visits from 140 countries and almost 70,000 video views, the launch week of GROHE X was a complete success.

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