Role

Strategy Lead

Agency

BBDO NY

Client

GE Appliances

― Background

GE Appliances and BBDO had created a successful online content series telling real stories about kitchen appliances' owners and how it fit into their lives to promote their various kitchen ranges. And while it had been successful in the past couple of years, the series was having a hard time renewing itself after several episodes covering many different American families.

1. Brief

Develop a new campaign to support GE Appliances new kitchen range, the Café Series, and specifically promote the new fridge coming with a Keurig machine.

2. Strategy

The American Kitchen series had built strong equity and had became a real brand asset for GE Appliances, it would have been a waste to get rid of it. We needed to add a new dimension to it, dramatizing usage without making a list of feature or moving away from the real stories of American kitchens we had told before.

We decided that we would show “an American kitchen that never sleeps” to achieve our objective.

3. Idea

Fire departments are like second homes for the firemen (and women) working in it. That's where our idea was born from, "The nightshift".

Working with a real FD and kitting their kitchen with the whole range, we created an integrated campaign centered around one of their nightshift to dramatize the use of the Keurig machine (and the fridge around it) while still showcasing the full range throughout the story.