Ariston Aures 2.0 - A new class of instant comfort!

The brief

Ariston Thermo Vietnam want to run a re-launch campaign for their re-design products: Ariston Aures instant water heater range. They want the campaign to clearly & convincingly convey the global message of “New level of instant water heater/ instant comfort” to consumers with consumers friendly product education tactics.

The product

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The new Ariston Aures instant water heaters stand out for their elegant and compact Italian design,
and for their outstanding features in terms of quality, energy efficiency, safety and ease of use.

The Ariston Aures range have a lot of innovations, here are the most highlighted after re-launching:
- SAFETY CHECK: This feature automatically performs a scan through all the components and parameters every time the product is turned on, then through a dedicated lamp informs users that everything is running smoothly and safely.
- RESIDUAL HEAT: Protection technology with new tank to reduce drastically the residual- heat risk after shampoo, minimizes the risk of burning and scalding for everyone in the household, especially children and elders.

- QUICK HEATING TIME: Ariston technology allows to reach quickly the setting temperature allowing reduction in water and electricity losses and save users' time.

- ECO FUNCTION: The user can set ECO/ENERGY SAVING mode to reduce the energy consumption, also can set 3 SHOWER PROFILE to memorize 3 temperature profile.

- MOST SILENT PUMP: New Pump to be the most silences product in the market.

- CONSTANT TEMPERATURE: The shower temperature is always constant.

The insight

When talking about instant water heaters, millennials Vietnamese people care more about safety than the product beauty and indulgence. However, they want to buy product from a young, cool, meaningful brand, instead of a “raw technology” brand.

The idea

The two most important factors given when people use instant water heaters are heat & safety. However, the heat and safety that premium product lines bring to users are far more different from normal instant water heaters - it's not just on & off, it's about levels of feelings. Therefore, we come up with a concept:

ĐỊNH CHUẨN ẤM - YÊN, NÂNG TẦM TRẢI NGHIỆM
DISCOVER A NEW CLASS OF INSTANT COMFORT

with an interesting execution tactic proving that Ariston instant water heaters can conquer...

6 CUNG BẬC ẤM - YÊN
6 LEVELS OF INSTANT COMFORT

The final work

TVC

Social clip to prove the efficiency of the product

(We invite host Minh Xu and his little dog Miley. As Miley is a dog - she can't act on cameras,
so she will give us the right reaction when bathing with Ariston Aures Top with 6 levels of comfort.)

Interactive website to introduce 6 levels of comfort