Engage more than 20 markets across the EMEA region with different cultures, traditions, market conditions and media behavior with one campaign. And provide the consumers with the opportunity to engage with the brand by establishing an environment that provides inspiration and learning as well as promotes Webers range of products.
To create a brand universe that could launch the first collaborate EMEA campaign and provide Weber with a content platform that would be able to grow and expand as more cultures are added. Furthermore the initiative would need to be promoted with limited media budgets.
To create a genuinely deep engagement with the audience we wanted to leverage the one thing that they all could relate to: their love for BBQ'ing. In order to provide a fertile environment where grillers around the region could be inspired to expand their grilling repetoire we build a digital content platform combining storytelling with the more functional aspects of the digital world.
In this immersive digital experience Weber takes you on a multicultural journey through the wonderfully diverse BBQ’s that exist in the world. Each with their own character, food and guests. As we explore this fascinating world of BBQ, we had the opportunity to expand Weber’s look and feel with influences from a wide variety of executional styles, typography, art direction and illustration, giving the experience a rich and delicious texture. Particular attention was paid to the craft with every interaction, illustration and design aspect pushed technically as far as possible.
End of 2015 and more than 750.000 people have accessed the platform. People are engaging with the content platform for more than 5 minutes on average and 32% of visitors choose to return to the platform. There is a bounce rate below 10% and the byte sized film content shared on Webers own social media platforms have amassed more than 3.000.000 million organic views.