Client: Russell Hobbs
Brief: Campaign and stills production.
Year: 2018
Brew time got an upgrade! We look back at the time we transformed the dependable kettle from functional to fabulous!
Working with photographer Paul Burch, known for creating visual masterpieces, we were delighted with the meticulously crafted campaign images and great feedback from Russell Hobbs UK.
‘Feedback from our buyers was that they hadn’t seen a campaign like it before from Russell Hobbs, let alone our competitors.’
POURING OVER THE INSIGHT
The research told us two valuable insights. 1. Kettles are often a distress purchase. 2. Men buy more kettles than women and are driven by the aesthetic.
DRIVING DESIRABILITY
By positioning the Illuminating Glass Kettle as a stylish choice, emphasising both the unique design and advanced technology, we’d appeal to our customer base and be top-of-mind when they are in market.
LIFE AS ART
We developed the concept of our kettle being a ‘work of art for worktops’. It would feature a striking and clever visual representation that would highlight the kettle’s aesthetic appeal.
PHOTOGRAPHY MASTERY
Paul Burch masterfully brought our vision to life with ‘Construct’ styling —a set of luxurious, charming kitchen work surfaces, beautifully lit and crafted to perfection.
WIDESPREAD REACH
Our campaign ran across a robust multi-channel plan, including paid display, social, PPC and search. achieving 9.29 million impressions and significantly increasing brand and product awareness.
THE IMPACT
Buyers had never seen anything like this in the category, and the innovative approach hit the mark with the business, effectively shifting perceptions and importantly beating sales targets.
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