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.
The Brief
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.
How the final design was conceived
In this digital experience, Weber takes you on a multicultural journey through the wonderfully diverse BBQ’s that exist in the world. Each with their own character, food and guests. As we explored this fascinating world of bbq, we had the opportunity to expand Weber’s look and feel with influences from wide a variety of executional styles, typography, art direction and illustration, giving the experience a rich and delicious texture. Particular attention was paid to the craft with every interaction, illustration and design aspect pushed technically as far as possible.
Indication of how successful the outcome was in the market
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.
- More than 750.000 people have accessed the platform.
- 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. Furthermore the brand is looking for establish the platform as a permanent global educational activity to build the skillets of grillers worldwide.