LOVE ALWAYS PREVAILS WITH TEFAL

TitleLOVE ALWAYS PREVAILS WITH TEFAL
ClientTEFAL
Product / ServiceTEFAL FUZZY LOGIC RICE COOKER
CategoryA07. Best Use or Integration of Offline Media such as Print, Outdoor, etc.
EntrantMAXUS COMMUNICATIONS Singapore, SINGAPORE
Entrant Company MAXUS COMMUNICATIONS Singapore, SINGAPORE
Media Agency MAXUS COMMUNICATIONS Singapore, SINGAPORE

The Campaign

While Singapore has certain censorship criteria for branded content, our family themed topic around family bonding did not expose us to any such restrictions. In fact, our product of Tefal Rice Cooker was facing a different kind of challenge as we had to differentiate ourselves from other typical white goods and that’s why branded content was used as a strategic means to make us stand out from the usual advertising clutter.

Results

The Challenge: There is nothing “wow” about a rice cooker. For many, a rice cooker is functional and grey. The purpose of a rice cooker is to cook rice and not many are aware that a Tefal Rice Cooker actually does way more – it can actually cook, steam, stew and even boil soup and many other dishes. Tefal needed to convince the household decision makers that Tefal Rice cooker can really make a difference in their daily lives – by multi-tasking their daily cooking chores. The Objective: Convince the household decision makers that the Tefal Rice cooker cooks beyond rice and preserve health nutrition. The Strategy: Educate and convince the consumers on the multi-purpose function and health benefits of Tefal Rice Cooker. The Execution: We embarked on an integrated branded content strategy across multi-platforms (TV, print, outdoor) to deliver the communication message. We leveraged on the hype of the Korean fever by sponsoring a Korean family drama serial, “My Daughter, The Flower” on Sonyone Cable TV channel to create a strong brand association that emphasized on love and family. A branded vignette was created from snippets of scenes (Reunion dinner) from the drama serial that was closely associated with the key message– “Love always prevails with Tefal”. With the key objectives in mind, we heighten the campaign by collaborating with two project teams from Lianhe Wanbao newpaper and Singapore Women’s Weekly magazine. We created a series of advertorials which features the multi-purpose function of the rice cooker, cooking tips to preserve health nutrition and a variety of dishes such as marble cakes, stews and even soup that was able to create out of the Tefal rice cooker. To drive campaign sustainability, we plastered our outdoor posters at selected high traffic heartland wall murals that were located at bus interchanges which helps to creates strong visibility and further builds brand recall among the household decision makers. With these combined efforts, we managed to achieve our objective successfully.

Leveraging on Asians emotive attachments to their families “Family is important to many and a home cook meal is one recipe for harmony” Tefal customized a TV content vignette to target the household decision makers by placing it in-program within their favorite Korean drama serial time-belts to further deepen the content association with their passion. Whilst the role of TV was to create strong association, print was to highlight the “wow” factor of the multi-purpose Tefal Rice cooker. Appealing recipe visuals, appetizing and quick cooking solutions were incorporated in print media which excites and trigger the purchase intention of the household decision makers. Tefal opened up a world of possibilities that helps to revolutionize the traditional function of a rice cooker which further heightens the brand.

Tefal Rice Cooker campaign delivered performance beyond our client’s expectation, with a spike of 125% sales as compared to previous year. We managed to reach a total of 183,000 household decision makers. The combined efforts of this campaign helped to further increase sales and build top of mind recall among the household decision makers. Beyond the success metrics, this campaign showcased the power of branded content and if executed well and delivery was focused strategically at the right target audience, the twin powers of branded content working seamlessly on the right media platform will become the new marketing tool of today.

Credits

Name Company Position
Hazlina Dayangku Maxus Communications Singapore Manager