BELL GRILL-CHEF by Rod Kommunikation for Bell

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BELL GRILL-CHEF

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

Credits & Description

Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: BELL
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 - Seeding 2 Blogs - Swissmiss.com, BloggingTom.ch - 16.08.2009
Describe the objective of the promotion.
The objectives of the promotion were to create a new channel of communication for Bell, to promote its BBQ line of products and to generate active consumer involvement with the brand.
Describe how the promotion developed from concept to implementation
The brief asked for direct, promotional communication. In Switzerland, grilling is much more than simply meat, it is an interactive event. We needed to create something that could mirror the interactive nature of the grill, while generating a word-of-mouth effect.Switzerland has the highest density of iPhones worldwide (10% of mobiles are iPhones), therefore we created a virtual grill on the iPhone. The application features a mock grill with a sausage. It was released in August 2009 to promote the brand. It can be updated in real time to engage our audience and to further promote the brand’s products.
Describe the success of the promotion with both client and consumer including some quantifiable results
The application was communicated on two popular blogs in a PR-push. From there, the buzz-effect ensued and a plethora of other blogs, Facebook and Twitter users picked up and featured the application.The application became the 2nd most downloaded application in Switzerland in the iTunes store.It was the only marketing application featured in one of Switzerland’s largest newspapers in its review of the "Top 30" applications, thus receiving high journalistic acclaim.In 2009, Bell saw an 11% increase in meat sales.
Explain why the method of promotion was most relevant to the product or service
94% of Swiss households grill. As a result, Swiss men consider themselves masters of the grill. While the meat is imperative, the true success of the BBQ lies in the skills of the grill master. To have truly effective promotional communication, we needed to give Swiss men the opportunity to hone their skills anytime anywhere. Because Switzerland has the highest density of iPhones worldwide, we built a virtual, Bell-branded, grill environment.