Paderno
Kevin Madriaga | Rachel Chang | SoeYeon Kim | Aliya Thomas |Amauri Silva | Linh Tran | Shahriar Zand
Insight
Our TA believes that everything they’ve accomplished represents who they are down to the little things in life.
Big Idea
Perfection is in the details, Paderno completes the experience.
Tagline
It’s a cooking thing.
Experiential 1
DESCRIPTiON: This experiential Dial Board is meant to truly allow the consumer to feel in control. It does this with the commonly used dial that is a constant theme throughout the campaign, also an actual element from the paderno products themselves. This dial board will be placed in major malls across Canada, including Yorkdale Mall in Toronto, Ontario. Once a consumer approaches the board they will turn the large dial to select a product, and then again to select their preferences when using selected product. They are led through a series of choices and then asked to enter some of their information for a gift at the end. At the end of their experience there will be a print out despenced from the display. On this print out it will have their name, their preferences, a coupon, and a dish that pairs well with the selection they’ve made. For instance, if a blender was selected, and they chose that they prefer using a blender to mix rather than to puree their food, they may be recommended a nice guacamole dish, followed by a 15 percent off coupon for the Paderno Blender.
Experiential 2
SCENARIO: This experiential Buffet Cafe is meant to give consumers an experience that is unusual and outside of their regular routine. Placed in bustling business sectors of major cities across Canada will be pop-up cafes. These cafes will serve the purpose of giving the target audience an opportunity to experience something out of their regular routine, all while introducing them to the new small appliance line by Paderno. Inside of this cafe pop-up, individuals will have the ability to either get the full experience by being served by chefs and baristas or if they’re in a rush they can use the self-serve area. In the line served by chefs and baristas, individuals will be given information on the benefits of having a Paderno in their kitchen, and additional information for how it operates. For instance, emphasizing being able to toast different sizes of breads at different level settings simultaneously, this will be communicated by serving two guests at once. After receiving their coffee and or snacks, they will be led to one of the indoor or outdoor seating options to enjoy their experience and offered a 15% off coupon for a Paderno appliance to be used at any Canadian Tire location. On the other side of the cafe, where guests are serving themselves, they will be able to have hands on experience with the products in preparing a nice little take away. In order to understand how the three appliances work, individuals will be aided by an assistant who will make sure these areas are cycled through quickly while allowing guests to garner the full benefits of the products. At the end of their prepping line, they will be given a Paderno appliance booklet with recipe suggestions and a 15% off coupon as well.
TV Commercial
SCENARIO: A luxurious home setting filled with high-end items in the foreground presents an upper-class feel. The announcer begins talking about everything being about the details. As the camera performs a trucking shot, it passes these items rendering them irrelevant, slowly coming to focus in on the Paderno Toaster that was initially in the background. As the toaster gets closer, a basket of sliced bread is placed beside the toaster, and the announcer continues talking about the power of having control.
The spot ends by introducing the toaster and the Paderno Small Appliances line now available at CT.
VIDEO:
1. OPEN ON A ROOM, WIDE ANGLE. SOPHISTICATED ART PIECES SHOWN IN
THE FIRST AND MIDDLE PLANES. THE PADERNO TOASTER IS IN THE BACKGROUND.
2. THE CAMERA APPROACHES THE PADERNO TOASTER USING A TRUCKING SHOT.
3. ALL ELEMENTS IN THE SCENE ARE LEFT BEHIND LITTLE BY LITTLE.
4. THE FOCUS IS KEPT ON THE TOASTER.
5. THE CAMERA CONTINUES TO MOVE AS A TRUCKING SHOT GETTING CLOSER TO
THE TOASTER.
6. AS THE CAMERA GETS CLOSER, SOMEONE BRINGS A BASKET WITH SLICES OF BREAD INTO THE FRAME BESIDE THE TOASTER.
7. THE BASKET SITS BESIDE THE TOASTER.
8. THE SCENE CONTINUES WITH A TRUCKING SHOT.
9. THE CAMERA FOCUSES ON THE ROUND CONTROL DIAL ON THE TOASTER AND
THAT TRANSITIONS INTO THE PADERNO LOGO.
AUDIO:
SFX: MUSIC PLAYS THROUGHOUT SPOT
ANNCR: It’s a wonder how…
ANNCR: Even in the grander scheme…
ANNCR: Of it all.
ANNCR: It’s still the littlest things…
ANNCR: That can get to us.
ANNCR: To be able to have control over them.
ANNCR: Now at the touch of a dial.
ANNCR: That is true perfection.
ANNCR: The all new Paderno Small Appliances.
Transit
DESCRIPTION: The Free Yourself Station Domination is a takeover that includes murals, digital posters and pillar wraps, in addition to the central element being the ‘Freedom Box’. There will be a box located away from the train platform that commuters can enter and be immersed in a clear soundproof box to escape the mundane and hectic routine that they find themselves in daily. This box will be transparent so they can actively see everything that they are escaping.
Inside of the box they are asked to fill in some information about themselves and write a quick message on what it is about cooking that excites them and makes them feel free. Every entry that is completed will then be posted on the exterior of the box as well as on digital posters to communicate messages of how freeing cooking can be with a Paderno. The premise of this piece is to have the consumers write the headlines for this campaign because what better way than to have messages from the target audience themselves communicate to others what Paderno can do for them. Supporting messages will be on murals and pillar wraps to help communicate this feeling of freedom so that other commuters can still increase their awareness of this Paderno small appliances launch. Once their experience inside of this box is complete, they will be prompted to share their ‘freedom message’ on their social media using the #mycookingthing, and a 15% off coupon will be sent to their emails to use at their convenience.
POS
DESCRIPTION: This experiential Buffet Cafe is meant to give consumers an experience that is unusual and outside of their regular routine. Placed in bustling business sectors of major cities across Canada will be pop-up cafes. These cafes will serve the purpose of giving the target audience an opportunity to experience something out of their regular routine, all while introducing them to the new small appliance line by Paderno. Inside of this cafe pop-up, individuals will have the ability to either get the full experience by being served by chefs and baristas or if they’re in a rush they can use the self-serve area. In the line served by chefs and baristas, individuals will be given information on the benefits of having a Paderno in their kitchen, and additional information for how it operates. For instance, emphasizing being able to toast different sizes of breads at different level settings simultaneously, this will be communicated by serving two guests at once. After receiving their coffee and or snacks, they will be led to one of the indoor or outdoor seating options to enjoy their experience and offered a 15% off coupon for a Paderno appliance to be used at any Canadian Tire location. On the other side of the cafe, where guests are serving themselves, they will be able to have hands on experience with the products in preparing a nice little take away. In order to understand how the three appliances work, individuals will be aided by an assistant who will make sure these areas are cycled through quickly while allowing guests to garner the full benefits of the products. At the end of their prepping line, they will be given a Paderno appliance booklet with recipe suggestions and a 15% off coupon as well.
HEADLINE: Introducing Paderno Small Appliances.
BODY COPY: Paderno appliances get you. These high-quality and top of the line appliances offer you the ability to elevate your cooking. With every option at your finger tip, Paderno gives you the control to make your dish, your way.
TAGLINE: It’s a cooking thing.
