Chesneys were launching a range of products into a new market sector: outdoors. To achieve this effectively, they needed a robust content strategy to disrupt this established industry.
They commissioned a series of promotional films to promote the features and benefits of the product, which combined a multifunctional BBQ cooking device and an outdoor heater into a single product.
The films needed to appeal to a new, affluent audience who may not be familiar with the Chesney brand, but also link back to the reputation they have within the interiors market, where they are established market leaders in fireplaces and wood-burning stoves.
To effectively promote the product to new and existing customer bases, we used lifestyle-focused promotional content to tap into the emotional connection people have with the outdoors, and the aspirational qualities of spending time with friends and family outdoors.
The films we created for the product launch focused on 2 key selling points – eating and heating, with a film created specifically to target each element.
We also produced social media content alongside their live PR events with their brand ambassador, James Martin, at Chelsea Flower Show and exclusive events hosted by the client.