Previous work had centred on the qualities of the brand's kitchen cabinets, systems and accessories, but the four TVCs -- created by LiveChina -- each focus on a different 'human' aspect. Shot in Shanghai with a European 'short-film' style, the TVCs are running on both cable and terrestrial networks in Hong Kong, as well as at the brand's two showrooms in Beijing and Shanghai. In one spot, 'Silence', a man stands before an open drawer. When he shuts it, the music overlay ceases, signifying the quietness of the drawers.
"The kitchen is the heart of the house," said Mateo Chien, cheif executive, LiveChina. "We thought we should introduce human emotions into it, to try and create a human face for the brand. Previous campaigns have simply focused on the features."
Targeted towards the premium end of the consumer market, the campaign in-
cludes print work in interior design magazines for professionals. There is also a B2B component which communicates the brand's proposition and qualities to major property developers.
"This campaign will solidly reinforce (Poggenpohl's) leadership in the face of fierce competition," said Chien.
Universal McCann is handling media buying and planning. The campaign does not include outdoor or online, and a decision on whether the spots will air on terrestrial TV in China has not been made.
Poggenpohl touts human appeal
German kitchen brand Poggenpohl has unveiled a new campaign in Hong Kong, with a TV-led thematic series focusing on the brand's core attributes.
