Developed by Live China, the push is spearheaded by two TVCs, titled 'Smell' and 'Taste'. Both of the spots have been produced with a highly-stylised and artistic approach, which incorporates the two elements as the campaign's central focus.
In 'Smell', for example, the spot opens with gentle piano music along with the sound of someone deeply inhaling the aromas of the kitchen, and the super, 'flavours are enhanced by indulgence'. The soundtrack -- complete with a sultry female singing track -- then forms a backdrop for stylistically-shot close-ups of the appliances, before cutting to a silhouetted man surveying the kitchen. The spot then concludes with a close-up of the Gaggenau brand name, and a final super, 'the difference is'.
The campaign is airing on both TVB Pearl and Cable TV, and also includes print executions. The drive is generally aimed at high-end consumers who are looking to enhance their home life through a more enriching preparation and dining experience, according to Live China chiefs. "Cooking and eating are routine exercises that are carried out everyday by everyone," said Live China CEO, Mateo Chien.
"We wanted to highlight the difference that Gaggenau can bring to the enjoyment of cooking and eating, showing that in Gaggenau's world, they can achieve a higher level of appreciation, where they see cooking and dining as an enjoyable and indulgent experience," said Chien.
The initial launch phase of the campaign -- the company's first major push in Hong Kong to increase brand awareness -- will run until the end of May.
