Breville launches mobile application to target consumers in stores
Breville has launched a mobile phone application aimed at providing consumers with product demonstrations while they’re shopping.
The application, launched by Bellamyhayden, VOX and The Hyper Factory starts with a call to action through point of sale to anyone with a multi media handset. The consumer can SMS a number which then via a link directs them to a 30 second purpose built video product demonstration.
Each demonstration shows the chosen Breville product in action and also outlines its benefits.
The mobile application is part of Breville’s How To series of videos, which are featured on the Taste.com.au website and which is part of Breville’s wider Seeing is Believing campaign.
The campaign was developed from insight that seeing food preparation products in action has the power to shift consumer perceptions from seeing those products as ‘nice to have’ to ‘must have’ items.
Meanwhile, Breville has also appointed Write Away Communication + Events to manage its public relations account.
Breville 3D visual
Credits:
- Concept and Strategy – Bellamyhayden
- Film creators – VOX and Emerald City
- Mobile site build – Hyperfactory
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Nice. We’ll see lots more of this over the coming months. Esp if the Vegas CES (http://www.cesweb.org/) show was anything to go by.
Will the retailers provide wifi so that the product demonstration films can run smoothly and not cost a bomb?
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would you do this when shopping? will consumers jump through the hoops required?
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I always wondered what an iron did and putting the toast down always proved hard when I used the cat’s paws to keep the toast down inside the toaster.
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seems like this a solution looking for a problem…
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seems like this is an agency looking to sell something … and a client looking to be seen to be doing something.
dunno how this helps the consumer, or breville, at all.
well done biz dev agency ppl!
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Consumers won’t do this, all the research point to this. Prior to going in store sure they will, but not when they are shopping.
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I can’t see people having the time or enegy to do this when shopping and yet it’s 100% measurable (number of downloads) and highly targeted (those standing at the shelf) so it’s already more effective than a heap of shotgun marketing programs. Surely they would go in knowing the risks about consumer acceptance?
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question needs to be asked. are you going to download an app and dick around on your phone, trying to find wi-fi or reception when you’re at myer … all in the name of researching/closing the sale of a $150 blender?
the digital data sell is probably very sexy to someone with no idea on digital (ooh, look you can measure downloads by store and time of day and blah blagh blah conversions etc) but it’s null and void if no one uses it.
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and more importantly how many customers have the technology on their phones to download this content and then view. Isn’t it easier to speak to a sales person and ask how the product works and what the special features are…
high wank value for this category…but could be used in other categories
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Whenever I see Bellamyhayden it makes me think of twinky gay porn – hehe.
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He He indeed….but I think that says more about you DD than it does about us…
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It does seem like a lot of effort….see product, get phone out, sms number, wait to receive link, click on link, wait 5 minutes if you’re with Optus for link to open, watch video (which pauses every 12 seconds)…A great idea for when technology is a little further ahead of the game. Whilst I am strong believer that POS communications in any format can be THE key influencer in a purchase decision, this particular format is too labour intensive. For now. Ask me again in 2 years.
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I don’t mind the campaign it uses the mobile channel well and I think if even a few people do it then it’s a success. What I question is how much they paid for the whole thing? The mobile site is pretty poorly designed with the grey text on a grey back-ground being pretty hard to read. The aspect ratio in the video has not been adhered to distorting the images. Also why is the site hosted on the Hyper Factory domain “msite.tv” as this seems a little more permanent shouldn’t it be hosted at m.breville.com ? Come on Hyper Factory you’re capable of higher quality of work than this, standards are slipping…
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It’s not an application either.
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I thought it was a nice idea but the content really lets it down. Why show me an add when I am in the store already?
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Hi Ed, I wonder if you do this for a 20% discount or a FREE value add . I know alot of people that want MORE mobile info now – they are using their mobile more than their PC. I say – nice concept but al ittle off in the delivery
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This is a great combination of existing web content and mobility. Perhaps adding a QR code at POS might increase uptake/remove steps in the process. I’d use it, most ppl have smartphones with the capability to show rich media. Mobile networks are getting better speeds to provide a smoother experience. Nice!
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It’s a great idea, nice work BH!
Innovative comms solution to a business problem, taken from insightful thinking! Thats what they are good at! Simple as!
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