KETTLE CONCERTO

TitleKETTLE CONCERTO
BrandELECTROLUX
Product / ServiceELECTROLUX
CategoryA01. Use of promotional stunts/live advertising/live shows/concerts & festivals
EntrantMcCANN WORLDGROUP Shanghai, CHINA
Entrant Company McCANN WORLDGROUP Shanghai, CHINA
Advertising Agency McCANN WORLDGROUP Shanghai, CHINA
Production Company 24 HRS PRODUCTION Shanghai, CHINA

Credits

Name Company Position
Stephen Mui Mccann Erickson Shanghai Chief Creative Officer
Wilton Boey Mccann Erickson Shanghai Group Creative Director
Stone Zhou Mccann Erickson Shanghai Senior Art Director
Jenny Lu Mccann Erickson Shanghai Copywriter
George Ooi Mccann Erickson Shanghai Head Of Tv Production
Th Lee 24 Hours Prodcution Director
Dick Shek 24 Hours Production Executive Producer
Raymond Sin 24 Hours Production Associate Producer
Wu Jian 24 Hours Production Dop Lighting Cameraman
Xu Peng 24 Hours Production Cameraman

The Brief

The objective was to demonstrate the revolutionary new feature built into the new Electrolux series. With this new feature, users can set a dish to boil, to simmer and back to boil by sliding a finger across the IQ-Touch panel. Target audiences appreciate premium lifestyle. They are skeptical about claims but could be convince with real demonstration. The strategy is to demonstrate the “Precise Temperature Control” to our target audience, the problem with street demonstration is, it is regarded as cheap exercise while the brand is position as premium. Thus, we decided to “Hijack” a concert and demonstrate the features.

Describe how the promotion developed from concept to implementation

The creative solution is to “Hijack” a scheduled concert and demonstrate the product’s unique feature. We call it the “Kettle Concerto”. The performance should result in surprising audience to facilitate sharing amongst friends. The response was successful as audiences were excited and curious about the stove’s features.

Describe the success of the promotion with both client and consumer including some quantifiable results

The “Kettle Concerto” went viral immediately, drawing ten thousands viewership within the first week. Comments were great and people start asking about where it could be found. Traffic helped in directing them to Electrolux’s website and five thousands visits were made within the first month. Out of which, 4 hundred online enquires were made specifically to the stove’s feature “Precise Temperature Control”. On top of everything, 5 radio stations caught on to it and the Kettle Concerto was mentioned by the DJs.

Explain why the method of promotion was most relevant to the product or service

The Electrolux brand is a premium brand in China. While it has a premium status, it’s lacks in the ability to communicate with most “push marketing” ideas. Thus we have to deliver it to discerning audiences… an audience with taste, financial means and the ability to appreciate the better things in life. We found them in our audience at the concert hall.