WMF Design & Branding THE INCREDIBLE SHARPNESS by McCann Bangkok

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THE INCREDIBLE SHARPNESS

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Industry Knives
Media Design & Branding
Market Thailand
Agency McCann Bangkok
Associate Creative Director Anuwat Nitipanont
Executive Creative Director Supachai Toemtechatpong
Art Director Kantapon Meateekul, Tikhamporn Chuenkittivoravat
Copywriter Piyakan Sirichankachorn
Released May 2011

Credits & Description

Category: Online Digital Design
Advertiser: ITALASIA ELECTRO COMPANY
Product/Service: WMF
Agency: McCANN WORLDGROUP
Chief Creative Officer: Martin Lee (McCann Worldgroup)
Executive Creative Director: Supachai Toemtechatpong (McCann Worldgroup)
Associate Creative Director: Anuwat Nitipanont (McCann Worldgroup)
Copywriter: Piyakan Sirichankachorn (McCann Worldgroup)
Art Director: Kantapon Meateekul (McCann Worldgroup)
Art Director: Tikhamporn Chuenkittivoravat (McCann Worldgroup)
Business Director: Maytee Upatham (McCann Worldgroup)
Senior Account Executive: Tanyawan Wongapichart (McCann Worldgroup)
Project Director: Suwit Jantawong (McCann Worldgroup)
Project Manager: Jarucha Koosmith (McCann Worldgroup)
Digital Strategic Planning Director: Numpol Chantathanakorn (McCann Worldgroup)
Programmer: Khwanchai Kaewyos (McCann Worldgroup)
Senior Flash Programmer: Seksun Duangsong (McCann Worldgroup)
Senior Flash Programmer: Kongsak Pongsuradate (McCann Worldgroup)
Flash Animator: Chrisjunior Drabik (McCann Worldgroup)
Media placement: Web Banner - Manager.co.th - MARCH 11 - MAY 11
Media placement: Web Banner - Bangkokpost.com/food - MARCH 11 - MAY 11
Media placement: Web Banner - Delish.com - MARCH 11 - MAY 11
Media placement: Web Banner - Bk.asia-City.com/restaurants/ - MARCH 11 - MAY 11
Media placement: Web Banner - Ucancookthai.com - MARCH 11 - MAY 11
Media placement: Web Banner - Ezythaicooking.com - MARCH 11 - MAY 11

Describe the brief from the client
WMF kitchen knife wanted to cut through all the clutter and make a simple demonstration of the sharpness of their knives. They wanted to talk to the new generation of cooks. People who were getting their recipes and information online. For them, the digital platform - websites, blogs, lifestyle communities - had become their primary source of information.

Describe the challenges and key objectives
We knew that 80% of customers decide to purchase once they tried WMF knives.
How can we design and put a WMF kitchen knife in the hands of every new cook, virtually?

Describe how you arrived at the final design
WMF kitchen knife wanted to cut through all the clutter and make a simple demonstration of the sharpness of their knives. They wanted to talk to the new generation of cooks. People who were getting recipes online.

HTML5 is an exciting and capable technology that enabled the bringing of the real-life customer demonstration experience into online. We transformed an ordinary web banner into the sharpest experience. With a click, Viewer could chop both the banner and the web browser. So everyone could experience and enjoy the performance of WMF kitchen with the first use of HTML5 in a web banner.

Give some indication of how successful the outcome was in the market
• Click volume is 500% higher than industry standards.
• WMF sales increased 15%
• New cooks felt and proved the quality of WMF with their own hands, without ever touching a knife.