Title	EPISODE 5 - A RUSH OF ADRENALINE
Brand	SCHMIDT
Product/Service	HOME DESIGN
Category	D03. Web Series
Entrant	FULLSIX Paris, FRANCE
Idea Creation	FULLSIX Paris, FRANCE
Production	QUAD PRODUCTIONS Paris, FRANCE

Name	Company	Position
Bertrand Bouchet	Fullsix	Associate Creative Director

Background

Schmidt operates in a market where competition between the interior design groups is strong and where all the companies promise their clients tailor-made solutions. Therefore, the challenge for Schmidt is to differentiate itself from its competitors by proving that its advice, its products and its services have more value than the custom-made one claimed by all. In terms of objectives this entails: // Develop Schmidt's awareness // Create brand preference by showing Schmidt's commitment to do everything possible to support its customers in the realization of their projects. // Embark the retail network to install the credibility of Schmidt's new promise of ultra-personalization

Describe the strategy

Consumer insights gathering: Testimonials from Schmidt’s customers, explaining what they asked to Schmidt’s teams in order to get the kitchen or the dressing that answered their needs and uses. Target audience: . First-time buyers who want to have a home that looks like them. . People living a life event that invites them to re-configure their home. . People for whom the kitchen in particular play a central role in the life of the family. Approach: Leaving the territory of “happy everyday life” to explore the uniqueness and asperities of people’s passions and their justified demand for ultra-personalized solutions. Because obsessions are by nature extreme, the torture test needs to be extreme. Format relevance: . A web documentary storytelling format to demonstrate the creativity of the project. . 8 “webisodes” to illustrate how the project escalates (with the tension of the impossible becoming possible episode after episode).

Describe the execution

. A kitchen and a dressing attached to a complex mountain’s cliffside (Parmelan, 1825m – French Alps) for an extreme and rewarded mountaineer, Kenton Cool. . A teaser to announce the web documentary. . A web documentary of 8 episodes telling the story of the incredible project. . A dedicated website for the web documentary. . A playlist on the brand channel on YouTube. . Diffusion on the social networks of the brand. . From the 26th of December 2018 to now. A project made possible by Schmidt designers and the whole creative and production team. Focus on Episode 5 – A rush of adrenaline An episode dedicated to the installation of the kitchen in the mountain – a precise, dangerous and exciting moment for the whole team.

List the results

Campaign Results in May 2019 20M views (of the webisodes). 1 183 892 views on Facebook. Number of Impressions on Facebook: 2.4M Interactions increased by 40% on social networks. Brand progress + 1 point of global awareness (from 63% in March 2018 to 64% in March 2019) + 3 point or purchase intention (from 9% in March 2018 to 12% in March 2019) Business Results 1st semester 2019 14% increase in sales