Title | KETTLE CONCERTO |
Brand | ELECTROLUX |
Product / Service | ELECTROLUX |
Category | A01. Use of promotional stunts/live advertising/live shows/concerts & festivals |
Entrant | McCANN WORLDGROUP Shanghai, CHINA |
Entrant Company | McCANN WORLDGROUP Shanghai, CHINA |
Advertising Agency | McCANN WORLDGROUP Shanghai, CHINA |
Production Company | 24 HRS PRODUCTION Shanghai, CHINA |
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 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.
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.
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.
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.