Focusing On Multiple Products: Boring or Not?

(Originally published on Brands Vietnam)

Using many products in advertising campaigns, specifically in TVCs, has always been a want from companies but also a challenge for agencies and producers.

How do you put in as much products as possible without making the TVC boring for viewers? How do you escape the prejudice that more products equal less creativity? This is the problem given to April by Häfele for their year-end campaign, starting with a digital video content.

Häfele is a high-class brand from Germany. Their approach with Vietnam does not contain just kitchen equipment, it includes complete solutions for the kitchen as well.

Which means, this brand provides a multitude of products and an exceptional experience for customers. The message Häfele wants to convey in Vietnam is the fusion of high quality products and family elements, which has always been a staple in Vietnamese culture.

The challenge here is how to combine factors such as introducing a huge amount of products, showcasing their functionalities along with the brand’s message and still create an intriguing video for viewers.

The solution? Combining classical music, stop-motion and “Toy Story”. Have the thought of appliances having their own life ever passed your mind? The same thing happens in front of our eyes watching this fun-filled video from Häfele. 

The video tells how the kitchen equipments seemed to work with each other in sync to cook delicious dishes, which all happened when their master is absent. Each product has their own life, their own backstory and flashbacks.

The entirety of the video focuses on the products: from the moment the fridge opens up to show the gigantic capacity, to the flashing numbers on the luxurious touchscreen, or the smooth slides of the shelves.  All are “hero products” that the brand wants to introduce to customers. The complete kitchen solution – the “flagship” product from Häfele – is prominently featured with a kitchen that sync perfectly with each other. It’s clear that the storytelling, used with stop-motion filming and classical music made the sheer amount of products and functions – boring on their own – much, much more exciting to customers .

The story of a kitchen brought solution to one of the largest challenge in the advertising industry: how to make a large number of products enticing to viewers and customers.