CREATIVE RE-DIRECTION
OBJECTIVE —
Taking the short minimalist ad campaign and expanding on deliverables. Developed a campaign look & feel that would work across print, OOH (Out-Of-Home) marketing and digital media. Animations, mock-ups and additional posters.
WHY —
ILVE has a strong minimalist visual style, a storied history, along with genuinely beautiful and high end appliances. The visual prestige of the appliances along with the sale on the HOMERY site, prompted me to want to create a more aggressive ad campaign to inform customers of a genuinely good deal.
WHY —
ILVE has a strong minimalist visual style, a storied history, along with genuinely beautiful and high end appliances. The visual prestige of the appliances along with the sale on the HOMERY site, prompted me to want to create a more aggressive ad campaign to inform customers of a genuinely good deal.
I envision the buyers market in three tiers:
1. Those who aspire to purchase (me).
2. Those who've never seen an appliance as more than a tool.
3. Those who have the funds but need to be convinced.
1. Those who aspire to purchase (me).
2. Those who've never seen an appliance as more than a tool.
3. Those who have the funds but need to be convinced.
RESEARCH —
Strong Partnership with HOMERY in the fact that there's 2600+ ranges/ customization available on the site with the second most coming from ZLINE at 800+. This could mean two things, either the ranges are not selling and people aren't as eager to pull the trigger or HOMERY is confident that all of those units will sell. I decided to lean on creating ad material geared towards storytelling.
Strong Partnership with HOMERY in the fact that there's 2600+ ranges/ customization available on the site with the second most coming from ZLINE at 800+. This could mean two things, either the ranges are not selling and people aren't as eager to pull the trigger or HOMERY is confident that all of those units will sell. I decided to lean on creating ad material geared towards storytelling.
TAGLINES —
Summary for each customer identity
Aspirational Stargazer
Can't afford it, but boy do they yearn for one, envisioning themselves owning one in the future. To the dreamer, the product will be an heirloom, something generational - they believe in the brand, obsessed over the product and see it as a measure of success.
Ads to this group should leverage tender moments, idealism, and the romantic visions of the future. "If I buy this, I made it."
Visuals are of the range in spaces, beautiful backdrop, setting the mood of "that's where I want to be"
Build your dream kitchen with ILVE
Live in the moment, Cherish memories
Unconvinced Skeptic
The uninitiated aren't as starry-eyed as The Dreamers, they can readily afford the products on display, but don't believe that the purchase is warranted. This group need more information on performance, objective truths, and the QOL improvements. Company expertise and customization could sway this group initially.
Ads should focus on what the products can do while using the B-roll to show the beauty of the product. They know the product is pretty, they just want to know how can this item improve their life?
Sculpted in Italy, Effortlessly Efficient
Forged by hand, a Tradition of cutting-edge performance
Romantic
No idealism nor marketing purely on performance, this group doesn't care as much about those aspects because there's an inherit expectation of efficiency and beauty in any purchase they make. The marketing will focus on brand longevity, luxury, and heritage.
Through the ads we would need to engage and connect with this group , tap into the exclusivity of owning ILVE luxury products. (make them fall in love with the history)
We need to tell a story through visuals.
70 Years of Excellence
More than Luxury, Heritage
