Christmas preparations in step with the times
The Christmas period is a time of great preparations of the gourmet feasts for the upcoming celebrations. During this pre-holiday season we wanted to offer all the fans of Gorenje an original alternative to undertaking the Christmas dinner menu. We had the opportunity to collaborate with the ambassador of Gorenje, Bine Volčič, so we set ourselves a goal to prepare something attractive and innovative, which would, at the same time, strengthen the perception of the Gorenje brand as a modern brand catering to the user.
Quality content for an active and
dynamic pace of life
We focused on individuals who lead an active and dynamic lifestyle with a desire for a higher quality of their day-to-day life. They want to learn new things, they appreciate solutions which enable them to manage their daily tasks as stress-free as possible, while at the same time saving them time for everything that makes them happy. We wanted to show these individuals that Gorenje understands the user who wishes to lead a high-quality life, as well as have time for themselves and for fulfilling moments.
Let’s prepare a Christmas dinner live
with a recognised chef
We took advantage of the wave of popularity of cooking shows and offered the users an interesting alternative on how to compose and try out a gourmet menu for a festive dinner. We had the opportunity to collaborate with the ambassador of Gorenje, Bine Volčič. Because he is a high-profile media personality, people want to get to know him and his recipes. With Gorenje, we took that a step further and enabled the users to cook with him in a live broadcast online for free. We designed a communication action called ‘Bine’s Christmas Dinner’, the basis of which was a live broadcast of the preparations of the festive dinner directly from Bine’s kitchen.
Live stream and live chat for an
In order to facilitate the broadcast we used livestream technology before it was even available on Facebook. We also enabled a live chat with Bine while he was preparing the dinner, which strengthened the genuine two-way communication.
We encouraged participation by gradually
We organised the event two weeks before Christmas, when people are thinking about what to prepare for the festive dinner. We encouraged the users to apply to cook with Bine with a teaser video and web advertisements. The ingredients, recipe and the location of the live broadcast were a secret, which we gradually revealed to those who applied.
Prize competition for
To create higher engagement and encourage virality we urged our visitors to share the photos of the prepared dishes with us and win a prize. All the communications of the campaign took place through a specially-designed landing page. That is where the announcement, presentation and the applications took place, and after the event, it is where the video of the broadcast was published, along with the recipes and an invitation to compete for the prizes. We used the platform vzivo.si to broadcast the event itself.
Immediate reactions and engagement
- 26000VIEWS OF THE VIDEO INVITATION TO PARTICIPATE
- 1001296LIVE VIEWS
- 180PARTICIPANTS IN THE COMPETITION
- 1100LIKES OF THE PRIZE COMPETITION POST