Tefal Promo, Case study TIME GIFTING EXPERIMENT by Publicis Hong Kong

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TIME GIFTING EXPERIMENT

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Industry Household maintenance & pet products, Tableware, Cutlery, Cookware
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency Publicis Hong Kong
Executive Creative Director Mark Birman, David Szabo Limited
Creative Director May Wong Limited
Producer Jennifer Yip, Joshua Wong Limited
Released September 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: TEFAL
Product/Service: PRESSURE COOKER
Executive Creative Director: Mark Birman/David Szabo (Publicis Worldwide (Hong Kong) Limited)
Creative Director: May Wong (Publicis Worldwide (Hong Kong) Limited)
Senior Copywriter / Copywriter: Joshua Wong/Lynette Chiu (Publicis Worldwide (Hong Kong) Limited)
Art Director / Assistant Art Director: Jennifer Yip/Chika Tsang (Publicis Worldwide (Hong Kong) Limited)
Producer: Jennifer Yip/Joshua Wong (Publicis Worldwide (Hong Kong) Limited)
General Manager: Sue Mccusker (Publicis Worldwide (Hong Kong) Limited)
Media placement: Ambient - All Around Hong Kong - 20th November 2010

Summary of the Campaign
Challenge:
The fast cooking product benefit of the Tefal Pressure Cooker is not yet known to the general public of Hong Kong.

Objective:
Spread the message that the Tefal Pressure Cooker cuts cooking time effectively.

Strategy:
We created a team of 'Time Gifting Angels', to give people back some of their time. Through our micro-site, people could hire the Angels to stand in queues. Our Angels also volunteered themselves to anyone they saw suffering in queue.

Outcome:
-Over 3,000 bookings in 2 weeks
- More than 36,000 minutes gifted

The Situation
The fast cooking product benefit of the Tefal Pressure Cooker is not yet known to the general public of Hong Kong.
In Hong Kong, time is precious, and much of this time is spent waiting. The Tefal Pressure Cooker cuts cooking time, giving some of this precious time back to people.

The Goal
Through The Time Gifting Experiment, we wanted to:

- Spread the message that the Tefal Pressure Cooker cuts cooking time effectively
- Make the web create a buzz and social platforms such as Facebook and Twitter light up
- Provide enough 'Time Gifting Angels' to keep up with the demand.

The Strategy
We created a team of Time Gifting Angels, to give people back some their precious time.

Execution
Through our micro-site, people could hire the Angels to stand in queues. Our Angels also volunteered themselves to anyone they saw suffering in queue.

Documented Results
Result:
-Over 3000 bookings in 2 weeks
-More than 36,000 minutes gifted