Breville USA
Role — Concept, Art Direction, Design, Audio and Video Direction and Production
Agency — Razorfish
CHALLENGE
While new to the US, Breville had been around for 80 years in Australia and Europe. Our challenge was to introduce the brand within the digital space and educate consumers about its high-end line of kitchen appliances.
CONCEPT
Cooking great food shouldn’t be intimidating. With Breville’s intuitively designed and finely crafted product line, you can easily bring your concepts to life, helping you go from ideal to meal. We called this “Concept to Kitchen.”
SOLUTION
Communicate Breville's design philosophy and provide an intimate product experience to drive brand preference and sales. We created a digital experience that highlighted the beauty and design of Breville’s high-quality appliances. Our Flash site featured branded content to educate potential buyers in two modes, speaking to the evolving mindset of our site visitors. In the first mode, visitors could watch videos featuring Breville's flagship kitchen appliances and learn how they work. The second mode starred the Interactive Kitchen, a configurator where visitors created the custom kitchen of their dreams. This tool allowed them to examine, select and place Breville appliances within a personalized context. The Interactive Kitchen also featured videos we concepted, wrote and directed, which proved to be inspirational as well educational. They were so effective that Breville even included them in product packaging for sales across the US.
RESULTS
Our "Concept to Kitchen" site and brand content won numerous industry awards and generated a great deal of buzz, including The One Show Interactive Merit Award for Excellence in New Media Advertising, Art Directors Club Distinctive Merit Award, Webby Awards Official Honoree, District ADDY Awards Silver, Ad:Tech Awards Finalist, Ad:Tech Awards - Peoples Choice Award Best Business-to-Consumer Marketing Website, One Show Awards Finalist and 2008 ADDY Gold Website Consumer Flash.