Mission:
Gorenje is synonymous with innovative household appliances, modern design and intuitive technology that makes everyday life easier – in keeping with the brand’s slogan, “Life simplified”. The brand activation focused on a new range of ovens featuring the PizzaPlus function, which cooks perfect pizzas in just three minutes.
The aim was to create a retail experience as a further element of the Gorenje Tiny House Brand Experience, where kitchen appliances are not merely explained but can be experienced first-hand in specialist shops.
Solution:
What better way to introduce the target audience to an oven’s special pizza function than by enjoying a freshly baked pizza? In our pop-up pizzeria, we transformed technology into a true treat for all the senses in just 180 seconds.
The challenge lay in the varied locations: kitchen showrooms and furniture stores with show kitchens and pre-installed ovens contrasted with electronics retailers lacking any cooking facilities.
To address this, we developed a mobile pop-up kitchen featuring two Gorenje ovens and a fridge, which toured across Germany. The foundation of our success was a logistics and staffing concept we devised, which ensured the pop-up pizzeria delivered a consistently strong brand experience wherever it was set up.
Success:
A pop-up pizzeria concept was rolled out across around 100 stores. Retail spaces were temporarily transformed into experience stations featuring live cooking demonstrations, tastings and direct interaction with promoters.
The mobile kitchen solution enabled a consistent rollout across all locations – regardless of whether existing kitchen facilities were available or not. This meant the brand experience could be delivered consistently in kitchen showrooms, furniture stores and electronics retailers.
In total, around 13,000 slices of pizza were freshly prepared and sampled. The new PizzaPlus oven was seen as a real game-changer. The prepared pizza impressed with its flavour and regularly delighted visitors with its crispy, fresh quality.
