loewe AG, Kronach

Kronach. – Loewe is launching production of the new Loewe Connect ID television in Kronach right on time for the European Football Championship. With its combination of innovations for the senses and individual design (ID), the Loewe Connect ID is virtually unrivalled among smart TVs. The Connect ID can actually be designed to reflect the ideas and the personality of its owner. The new Connect ID family from Loewe is available in two technical versions (with or without the integrated DR+ hard disk recorder) and with three different screen sizes (32, 40 and 46-inch), twelve different colour combinations and 30 unique set-up options. That makes a total of 2,160 Connect ID televisions, each with a different character. The choice of Black, White, Silver, Beige, Green or Orange housing colours and of High Gloss White or High Gloss Black frames allows the Connect ID to blend perfectly into either a classically elegant or an assuredly progressive living environment and match the owner’s personal lifestyle. However, not only is the design impressive – the equipment inside the Connect ID flat-screen TVs also leaves nothing to be desired. For example, all three screen sizes offer a convincing 3D experience. Other outstanding features of the new Loewe Connect ID are its excellent audio quality and an unlimited multimedia offering, with unique apps.

In the run up to the market launch at the end of May, an international PR campaign took place, with press events in major European cities including Paris, Munich, Hamburg, Milan, Antwerp, Zürich, Madrid, Warsaw and Copenhagen. The campaign kicked off on 22 March 2012 with the world premiere of the Loewe Connect ID at Harrods in London.

In May, Loewe and specialist dealers are addressing end customers through a second wave of information which exploits all channels of communication and comprises a targeted, high-profile, integrated marketing and poster campaign. And at its heart: the new Loewe Connect ID television range.

What’s more, in Germany a series of exclusive trend and design preview events took place at the start of May in selected Lumas art galleries. Following these publicity events, the exhibitions remained open to the public for several days; invitations were issued by Loewe and regional specialist dealers.

The market launch of the Connect ID is also being supported by a high-profile print media campaign. This campaign is being supported with online content on relevant websites, the Loewe website (www.loewe.tv) and the Loewe YouTube channel (www.youtube.com/loewe).

Loewe retail partners are actively supporting this central communication strategy at regional level by means of new presentation elements and a new product film. A free-standing, backlit communication frame in the shop window and in the shop itself draws attention to the new product line. Customers can be invited to the Connect ID weeks using mail shots. Loewe will take care of the event concept from the invitation right through to the sales consultation guidelines.

The Loewe communication service packet for retail partners is to be rounded off with an end customer folder, posters, sales guidelines and promotional items.

Legend:
While manufacturing the first Loewe Connect ID TVs: Oliver Seidl,  CEO, (left) and Dr. Detlef Teichner, CTO.