Objective:
Create an immersive experience allowing users to visualize Breville products in the context of the kitchen and interact with these top-of-the-line appliances in a unique and customizable way.
Relevant project background:
Breville designs and builds remarkable products that the consumer needs to use to truly appreciate. Our client believed that the online medium was the perfect opportunity to help consumers clearly visualize the process of using the products, and placing them in their kitchens.
What we implemented:
We developed a three-step creative strategy for bringing the products to life. The first step walks users through the design and engineering process, explaining the thought behind each design innovation as well as calling out key features. Second, through interactive, live-action video, we simulate actual product usage scenarios. And last, we create an interactive kitchen counter top where users can place multiple products side-by-side, to scale, in a kitchen of their own design.
Results:
Since launch we have observed that the average order size for customers who visit the Concept to Kitchen is 78% higher than customers who buy off of Brevilleusa.com without visiting the Concept to Kitchen.
My Role:
Due to my previous experience developing videos for Breville,I was involved in the original brainstorming session that led to the birth of the Concept to Kitchen site. The site was produced and managed by Steve Middleton, and I was in the role of Director, Creative Services during its development at Razorfish.
Create an immersive experience allowing users to visualize Breville products in the context of the kitchen and interact with these top-of-the-line appliances in a unique and customizable way.
Relevant project background:
Breville designs and builds remarkable products that the consumer needs to use to truly appreciate. Our client believed that the online medium was the perfect opportunity to help consumers clearly visualize the process of using the products, and placing them in their kitchens.
What we implemented:
We developed a three-step creative strategy for bringing the products to life. The first step walks users through the design and engineering process, explaining the thought behind each design innovation as well as calling out key features. Second, through interactive, live-action video, we simulate actual product usage scenarios. And last, we create an interactive kitchen counter top where users can place multiple products side-by-side, to scale, in a kitchen of their own design.
Results:
Since launch we have observed that the average order size for customers who visit the Concept to Kitchen is 78% higher than customers who buy off of Brevilleusa.com without visiting the Concept to Kitchen.
My Role:
Due to my previous experience developing videos for Breville,I was involved in the original brainstorming session that led to the birth of the Concept to Kitchen site. The site was produced and managed by Steve Middleton, and I was in the role of Director, Creative Services during its development at Razorfish.
