WMF Promo CARROT by KNSK

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CARROT

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Industry Household maintenance & pet products
Media Promo & PR
Market Germany
Agency KNSK
Creative Director Kay Eichner, Tim Krink
Art Director Thomas Thiele
Copywriter Steffen Steffens
Released January 2011

Credits & Description

Advertiser: WMF
Product/Service: WMF PEELERS
Agency: KNSK WERBEAGENTUR
Date of First Appearance: Jan 28 2011
Entrant Company: KNSK WERBEAGENTUR, Hamburg, GERMANY
Entry URL: http://www.youtube.com/watch?v=jPPPXKD_M0I
Creative Director: Tim Krink (KNSK Werbeagentur)
Creative Director: Kay Eichner (KNSK Werbeagentur)
Art Director: Thomas Thiele (KNSK Werbeagentur)
Copywriter: Steffen Steffens (KNSK Werbeagentur)
Management Supervisor: Kirsten Kohls (KNSK Werbeagentur)
Agency Producer: Juliane Kemper (KNSK Werbeagentur)
Art Buying: Julia Gaentzsch (KNSK Werbeagentur)
Media placement: Online Advertising - Youtube - 28.01.2011
Insights, Strategy & the Idea
The pressure cookers from WMF speed up cooking for good. They are the perfect tool for today´s customers, because more and more of them aren't willing to spend their time waiting. Not while being online, nor being in the kitchen.
Consequently the task was to present the advantage of the WMF pressure cookers online.
Creative Execution
You had to wait up to 20 minutes for your food to be completely cooked with old fashion cooking pots - wait, wait, wait. Like downloading a movie with low bandwidth.
So we combined the infamous loading-sign with various foods to show that waiting for your dish is as boring as waiting for your download.
The online spots aired at various cooking- and living-websites and on specially selected YouTube films.
Results and Effectiveness
We didn't have to wait for long – online sales for WMF pressure cookers rose by 320% during the campaign. Yummy!