| Title | WEBER BBQ CULTURES |
| Brand | WEBER-STEPHEN EMEA |
| Product/Service | WEBER GRILLS |
| Category |
A01. Interface & Navigation |
|
Entrant Company
|
UNCLE GREY Copenhagen, DENMARK
|
|
Advertising Agency
|
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 |
Executive 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 |
Creative Execution
Weber created a rich digital experience by combining traditional storytelling with the opportunity for the users to engage with multiple pieces of content in an innovative solution. In this immersive digital experience, we invite our grillers on a journey through bbq cultures across the world; to discover, learn and be inspired by a vast array of content. To access it all, we introduced a visual yet tactile approach to navigation and the interface. Based on a dragging activation motion, that was built in to the icons and the film content, keeping one simple motion at the heart of the experience.
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 valuable learnings. - In average people spent more than 8 minutes on the content platform - 32% of visitors returned to the platform. - Bounce Rate below 10% - Small edited pieces of the content has generated more than 3.500.000 organic views across Weber's social platforms. The campaign is viewed as a massive success by the brand and have been adopted by regions outside of the EMEA region; North America, Canada and Mexico
INSIGHT
People that love to BBQ are always searching for new inspiration that they can bring into the backyard to impress their friends and family.
STRATEGY
Establish an environment that could showcase how BBQing is a universally celebrated phenomenon - loved by people from all walks of life. To achieve this Weber developed a content platform that combines the cinematic storytelling with functional inspiration.
IDEA
With an immersive digital experience at the heart of the idea, Weber is introducing an innovative interactive narrative. A story 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 digital environment making it possible for people to build on their grilling expertise in a deep and engaging narrative.