Tefal Titanium launch
Tefal’s Titanium range has a Thermo-Spot for excellence in taste and 3X more longer-lasting Titanium coating for extra durability. A launch campaign was planned to market the functional as well as the emotional. Tefal would be positioned as the preferred cooking ally, a cookware brand that excites and inspires, spurring interest, engagement, and urge to purchase through on-ground activation.
Incidentally, it was also Tefal’s 60 year anniversary, a cause for celebration of a brand that has made a household name for itself and to reaffirm its leadership as the number one cookware brand in the world.
The launch would be in two parts: first a media launch complete with activations to educate the media on Tefal and the Titanium range, and the second part was a consumer roadshow with separate activities.
We pulled together our Digital, Brand Activation, and PR teams for a cohesive strategy that would maximize awareness for the Titanium range.
The concept of a French-inspired garden wonderland would bring delight to shoppers and pay tribute to Tefal’s French heritage. We designed a French garden with a walkway exhibiting Tefal’s 60-year history and a stage set-up in the appearance of a Parisian cafe. Space was accommodated for product displays, four cooking stations, and a kids’ area, offering ample pockets of activity for shoppers.
Visuals and event collateral were designed by our Creative team, including the stage backdrop that featured a real awning, garden table set, and kitchen counter to hold cooking demos. We managed to get award-winning chef Nathalie Arbefeuille for a 3-course cooking demo.
The PR strategy consisted of pre-launch dissemination of press release in all three major languages and media invitation to the launch event. The media mix included dailies, online publications, magazines, and bloggers, making sure to cover good ground.
To reach a wider social savvy audience, our Digital team created teaser, launch, and sustenance postings for Tefal Malaysia’s official Facebook page. These were a mix of paid and organic posts. Three Facebook contests were held to generate engagement and increase the conversation around the new range.
70 media pax from 51 titles attended the media launch. 150 articles and postings were published on the Titanium range, generating RM2,000,000 in ROI.
The social media plan generated a total of 955,389 engagement actions (likes, comments, shares, video views, and reach). The contests received thousands of entries. The videos were viewed 29,812 times.