A Canadian manufacturer of grills and barbeques, Napoleon was well-known in its home country but lacked familiarity in the U.S. Napoleon challenged us to come up with a marketing solution that demonstrates to the U.S. consumer that its grills are superior – without bashing the competition.
Develop an integrated campaign around the simple idea that not all grills are made the same.
To bring the concept to life, we leveraged computer-generated imagery (CGI) to create an unprecedented tour of the Napoleon grill
The result gave consumers never-before-seen views and angles of the grill that put all its superior selling points on full display across TV, digital, social and OOH
All traffic was directed to an interactive web experience where visitors could virtually engage with the grills
The campaign was a success and, with a modest budget of only $250K, racked up over 24.3M impressions. Best of all, growth is forecasted to continue, since we raised our target audience’s awareness of the Napoleon brand by three points in a crowded market with a relatively low share of voice against established, dominant brands.
Increase in Brand Awareness
Increase in US Sales
Thanks to Napoleon’s extensive product development and relentless pursuit of superior performance, consumers get more for their money when they buy a Napoleon instead of a similarly priced competitor. This proved important when we uncovered the insight that the desire to buy a grill is emotional, but the decision of which grill to buy is rational.
Research told us that customers get so much more with a Napoleon Grill than they get with a Weber. So rather than merely list the grill’s “quality ingredients,” we decided to show them instead, and let viewers rediscover fire with one of the best grills on the market today.
On the webpage, visitors could virtually engage with the grill and see for themselves what makes Napoleon better than a Weber – all without stepping foot in a retail store. The site concluded with a module that helped interested buyers find the grill that best suited their needs and learn where to buy it.
SPREADING THE WORD
Out-of-home placements and social media ads continued to raise awareness of the brand and drive traffic to the interactive web experience.