Tefal OptiGrill — Digital Campaign and Website

Background

In 2016, Tefal presented a smart indoor electric grill for cooking meat from rare to well done.

It is ideal for cooking any grilled dishes, and it works fast as well as being easy to clean.

Problem

The product was completely new and unknown to Ukrainian customers.

Task

Introduce Ukrainian consumers to the benefits of Tefal OptiGrill and show how it could make cooking easier.

Solution

We developed the campaign concept and an interactive landing page. Playful mechanics helped people connect with the brand and encouraged them to share their results on social media.

We created ten tongue-in-cheek characters, five female and five male, representing different levels of doneness. Alongside “rare” and “well done,” we added playful extremes such as “it’s alive” and “coal done.”

The characters drew on iconic movie and comic-book figures familiar to the audience.

Results

// A 10% post click-through rate: 20 times the typical banner CTR
// More than 500,000 visits to the campaign page
// All grills sold out within two months