EPISODE 6 - EXTREME SCRAMBLED EGGS
Title | EPISODE 6 - EXTREME SCRAMBLED EGGS |
Brand | SCHMIDT |
Product/Service | HOME DESIGN |
Category |
D03. Web Series |
Entrant
|
FULLSIX Paris, FRANCE
|
Idea Creation
|
FULLSIX Paris, FRANCE
|
Production
|
QUAD PRODUCTIONS Paris, FRANCE
|
Credits
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 6 – Extreme scrambled eggs
An episode dedicated to Kenton Cool discovering and testing his new kitchen. It allows to see the perfection of the installation and to discover in a funny way that it is actually functional.
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