| Title | WEBER BBQ CULTURES |
| Brand | WEBER-STEPHEN EMEA |
| Product/Service | WEBER GRILLS |
| Category |
A09. Original Branded Digital or Social media |
|
Entrant Company
|
UNCLE GREY Copenhagen, DENMARK
|
|
Contributing Company
|
UNCLE GREY Copenhagen, DENMARK
|
|
Production Company
|
MEDIAMONKS Hilversum, THE NETHERLANDS
|
Credits
| Stig Pedersen |
Weber |
Marketing Director Emea |
| Stina Slott Rasmussen |
Weber |
Project Manager |
| Mads Bo Kristensen |
Weber |
Film Producer Emea |
| Lars Samuelsen |
Unclegrey |
Chief Strategy Officer/Head Of Digital |
| Jimmy Blom |
Unclegrey |
International Creative Director |
| Charlotte Porsager |
Unclegrey |
Account Director |
| Michael Mandrup |
Unclegrey |
Design Director |
| Carl Angelo |
Unclegrey |
Art Director |
| Mathias Nielsen |
Unclegrey |
Creative |
| Karsten L. Kirkegaard |
Unclegrey |
Digital Director |
| Tom Rijpert |
Mediamonks |
Director |
| Jeroen Van Der Meer |
Mediamonks |
Executive Creative Director |
| Robbie Van Brussel |
Mediamonks |
Dop |
| Nicolas Molien |
Mediamonks |
Creative |
| Joris Pol |
Mediamonks |
Executive Digital Producer |
| Noor Van Geloven |
Mediamonks |
Executive Film Producer |
| Louise Martens |
Mediamonks |
Digital Producer |
| Marloes De Rijke |
Mediamonks |
Post Production Producer |
| Will Judge |
Mediamonks |
Editor |
| Sander Van Wilk |
Mediamonks |
Editor |
The Campaign
The Challenge Engage more than 20 markets across the EMEA region with different cultures, traditions, market conditions and media behavior with one campaign. And provide the consumers with the opportunity to engage with the brand by establishing an environment that provides inspiration and learning as well as promotes Webers range of products. The Objectives To create a brand universe that could launch the first collaborate EMEA campaign and provide Weber with a content platform that would be able to grow and expand as more cultures are added through-out the year. Furthermore the initiative would need to be promoted with limited media budgets and all the creative material have to be developed of the material that was produced to launch the project. The Strategy To create a genuinely deep engagement with the audience we wanted to leverage the one thing that they all could related to: their love for everything BBQ. In order to provide a fertile environment where grillers around the region could be inspired to expand their grilling repertoire we build a digital content platform combining cinematic storytelling with the more functional aspects of the digital world. With the ambition of providing useful tools, learning and inspiration for grill enthusiast around the world. The Execution With an immersive digital experience at the heart of the idea, Weber is introducing a piece of innovative interactive storytelling. A piece that enables the users to immerse themselves in everything related to the art of grilling. From how to choose the right piece of meat, to the importance of timing is visualized in an interactive environment making it possible for people to build on their grilling expertise in an engaging narrative.
The initiative is set to run for the remainder of 2015 but we are already seeing engagement levels and widespread organic reach that has provided several valuable learnings. - People are engaging with the content platform for more then 8 minutes on average. - 32% of visitors choose to return to the platform. - Bounce Rate below 10% - The byte sized film content shared on Webers own social media platforms have amassed more then 3.000.000 million organic views. The campaign is viewed as a massive success by the brand and have just been adopted by several regions outside of the EMEA region; North America, Canada and Mexico.
In this immersive digital experience, we invite our grillers on a journey through bbq cultures across the world; to discover, to learn, to be inspired. Through cinematic and interactive content, using film, interactivity, animations, splitscreens and cinemagraphs, we join BBQ’s we might never have had the chance to experience. We learn everything from how to choose the right piece of meat, to the importance of timing, keeping your knives razor sharp and smoking a Norwegian salmon. The multitude of BBQ content makes this a rich and delicious journey. Every piece of content whether interactive tools, tutorial videos or inspirational recipes, had to be useful and sharable, with each deep dive having a specific mission to entertain, educate, and showcase Webers grills and accessories.