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Отрасль Ножи
Медиа Директ
Рынок Таиланд
Агенство McCann Bangkok
Associate Creative Director Anuwat Nitipanont
Executive Creative Director Supachai Toemtechatpong
Copywriter Piyakan Sirichankachorn
Выпущено ноября 2011

Кредитсы и описание

Category: Direct Response Digital: Websites, Microsites & Banners
Product/Service: KNIVES
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 Directoer: Tikhamporn Chuenkittivoravat (McCann Worldgroup)
Junior Art Director: Kantapon Meateekul (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 Animator: 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/objective of the direct campaign.
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 creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We knew 80% of customers decide to purchase once they tried WMF knives. How can we put a WMF knife in the hands of every new cook, virtually?
Put a WMF knife in the hands of every new generation cook. Let everyone experience the performance of a WMF knife by giving them a first-ever chopping experience by the 1st using of HTML5.
We transformed an ordinary web banner into the sharpest experience.
Just a click, you can chop both the banner and the web browser. Every cook gets to personally experience the sharpness and ease of use of a WMF kitchen knife.
Explain why the creative execution was relevant to the product or service.
WMF kitchen knife always delivers the sharpest experience and makes the first impression by just the first chopping experience.
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.
• 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.