Grey Advertising Denmark

BBQ Cultures

Weber

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    BBQ Cultures BBQ Cultures

    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • FAMOUSLY EFFECTIVE
  • OVERVIEW

    For the 2015 bbq season Weber gave their customers more bbq stuff than you can shake your spatula at. In this immersive experience, we invite consumers on a journey through bbq cultures across the world; to discover, learn, and be inspired. Every chapter of our film introduces a new BBQsetting, and plays host to a multitude of interactive deep dives that reflect the mood, cultures, traditions, of that particular place. A filmic peek into BBQ’s you might never experience combined with an immersive educational and entertaining interactive layer.

  • Industry:
    Food
  • Services:
    Digital
  • Channels:
  • Office:
    UncleGrey UncleGrey
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  • THE CHALLENGE

    How do we engage more than 20 markets across the EMEA region with different cultures, traditions, market conditions and media behavior with one campaign? And furthermore provide the consumers with the opportunity to engage with the brand? And in addition doing so without a large scale media budget.

    THE REALIZATION

    To create a genuinely deep engagement with the audience we decided to leverage the one thing that they all could relate to: their love for barbecuing. Therefore our ambition was to provide a number of useful tools, learning and inspiration for grill enthusiasts around the world.

    THE SOLUTION

    We build a digital content platform combining cinematic storytelling with the more functional aspects of the digital world. With an immersive digital experience at the heart of the idea Weber introduced a piece of innovative interactive storytelling. A piece that enables the users to immerse themselves into everything related to the art of grilling. From how to chose the right piece of meat, to the importance of timing visualized in an interactive environment making it possible for people to build on their grilling expertise in an engaging narrative.

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    FAMOUSLY EFFECTIVE

    Four months after the launch visitors has passed 600.000 that in average has spent around 4 minutes each interacting with the content. Based on its performance at the Cannes we have high expectations that the Weber “Come on over” platform will prove to be famously effective work. 

    AWARDS
    • CSS design awards<br>SOTYCSS design awards
      SOTY
    • FWA<br>SOTMFWA
      SOTM
    • Cannes Lions Cyber<br>1x Silver<br>1x BronzeCannes Lions Cyber
      1x Silver
      1x Bronze
    • Eurobest<br>1x Silver<br>3x BronzeEurobest
      1x Silver
      3x Bronze
    • Awwwards<br>SOTDAwwwards
      SOTD
    • Lovie Awards<br>2x Gold<br>2x Peoples ChoiceLovie Awards
      2x Gold
      2x Peoples Choice
    • FWASOTDFWA SOTD
    • Cannes LionsBronze - CyberCannes Lions Bronze - Cyber
    • Cannes LionsShortlist - CyberCannes Lions Shortlist - Cyber
    • CSS design awards - SOTDCSS design awards - SOTD

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