BELL GRILLCHEF by Rod Kommunikation for Bell

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BELL GRILLCHEF

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Industry Sausage and meat products
Media Direct marketing
Market Switzerland
Agency Rod Kommunikation
Art Director Maurus Zehnder
Copywriter Sascha Borsai
Released August 2009

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: BELL MEAT
Product/Service: GRILLED MEAT
Agency: ROD KOMMUNIKATION
Date of First Appearance: Aug 16 2009 12:00AM
Entrant Company: ROD KOMMUNIKATION, Zürich, SWITZERLAND
Entry URL: http://ax.itunes.apple.com/us/app/bell-barbecue/id326292444?mt=8&ign-impt=clickRef%3DSoftware%2520Page-US-Bell%2520Barbecue-326292444-Lockup
Partner: David Schärer (Rod Kommunikation)
Partner: Regula Fecker (Rod Kommunikation)
Partner: Oliver Fennel (Rod Kommunikation)
Art Director: Maurus Zehnder (Rod Kommunikation)
Copywriter: Sascha Borsai (Rod Kommunikation)
Account Director: Petra Hiltenbrand (Rod Kommunikation)
Account Manager: Angela Francoli (Rod Kommunikation)
Project Manager / Programming: Celia Grieme (MOBILEtechnics)
Media placement: IPhone Application - ITunes Store - 16.08.2009
Media placement: PR - Blog Seeding - Swissmiss.com, BloggingTom.ch - 16.08.2009
Describe the brief/objective of the direct campaign.
Bell is the largest meat brand in Switzerland. In Spring 2009, Bell launched a traditional campaign that reflected the cult-like world of grilling: its heirarchies, rules and its secret language. The campaign highlighted the unique interactions that only happen around the grill.In addition to the campaign, the brief asked for direct, promotional communication. It was an opportunity to build something that could reflect the interactive nature of the grill, activate an otherwise latent audience and create a new channel of communication for the brand.
Explain why the creative execution was relevant to the product or service.
Bell is a highly respected brand and popular for its BBQ line of products. Because grilling is so much more than chicken, sausage and beef, we needed to make it representative of the whole grilling experience. Therefore, we made a virtual grill. Grill masters now have access to the Bell grill anywhere anytime. We further positioned the leadership of the brand through a PR-push.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since Switzerland has the highest density of iPhones worldwide (10% of mobiles are iPhones), we created an iPhone application that could reflect the interactive nature of the grill. By blowing into the microphone, the user can control the heat of the grill coals. The goal is to produce a perfectly grilled sausage that users can send to their friends.The application represents an entirely new channel of communication for the brand. We hoped for high awareness of the application. Ideally, it would be ranked in the «top 10» downloads in the Swiss iTunes store.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
After the initial PR-push on two popular blogs, the application was communicated in a viral manner through word-of-mouth and buzz activity on blogs, Facebook and Twitter. The application became the 2nd most downloaded application in Switzerland in the iTunes store.It was the only marketing application featured in Switzerland’s largest newspaper in its review of the «Top 30» applications, thus receiving high journalistic acclaim. In 2009, Bell saw an 11% increase in meat sales.