Swedish premium home appliance brand ASKO needed to deepen the love between Australian home cooks and entertainers, and their ASKO 5-in-1 steam ovens.
INsight
Steam ovens sell, but people often don’t use the steam feature
ASKO sells thousands of steam ovens in Australia every year. However homeowners are often unsure of how to use them to their full potential, and so often skip the feature. Homecooks needed education and meal ideas to show them how easy it is to use the power of steam to amplify their own culinary skills, no matter what level they are.
challenge
Give customers the confidence and inspiration to cook with steam
Our brief was to make it easy, educational and with a focus on families, home entertainers & passionate home cooks. Our overarching goal was to dial up the possibilities.
solution
Introducing Steam+You: Everyday cooking magic
The power of steam cooking is only understood when people combine it with their own recipes, dietary requirements and finishing touches. Steam+You showed audiences how they can use their steam oven to make cooking their favourite dishes healthier, easier and more rewarding.
The Steam+You campaign platform emphasises how cooking with steam leads to a more fulfilling at-home experience, whether you are a kitchen novice or a culinary pro.
campaign
First, we identified three main audiences: Passionate Home Cooks, Entertainers, and Families
We then engaged ASKO’s in-house chefs to create popular recipes for each of these segments using everyday ingredients, to highlight how steam is the healthier, faster way to cook.
EXPERIENCE
Home cooks were brought together via three virtual events, hosted by MasterChef alumni Alice Zaslavsky in the ASKO HQ kitchen. We utilised the existing customer email database and leveraged the targeting capabilities on Facebook, Instagram and Pinterest to encourage users to sign up to the live stream events through Eventbrite.
These sessions were also broadcast through social channels, and lived as evergreen content on the askoplus.com.au website. As a home for all things steam, new and existing oven users could revisit video demos and recap on the recipes they missed, and learn more about the features of ASKO’s steam oven range.
PHOTOGRAPHY
A celebration of steam
Owen Holbourn
Sales & Marketing Director
ASKO Australia
outcome
Owners want more from their ASKO products and have a deeper understanding of how Scandinavian innovation can lead to mouth-watering home-cooked Australian dishes
5,900,000
impressions.
2+ mins
average time spent on page learning about steam cooking.
1 in 2
oven owners wanted more information on steam cooking.
Strategy
James Pearce
Lily Keating
Michaela Skilney
Caroline Aigner
Michelle Ho
creative