What we did
On-boarding communication materials, book design, art direction, tone of voice
When you’re spending a lot of money on a premium steam oven, ‘How to’ manuals are not a very personal welcome to your new kitchen appliance. We questioned the post-purchase phase and developed a more positive and rewarding experience.
Research shows that consumers felt it was a radical change cooking with steam. This insight gave us the perfect platform to create ‘On-Boarding’ communications that inspire customers to learn about steam cooking while making the most of their new AEG appliance. We needed to create a range of high-value ‘tools’ designed to work right across Europe that rewarded customer loyalty.
A Perfect Start kit full of advice, support, information and free gifts welcomes customers to the AEG world. Once registration is complete, they can download a free iPad app of delicious recipes and receive a hardbound AEG cookbook – 264 pages of culinary inspiration featuring the cooking secrets of renowned chefs. The recipes showcase beautifully how to cook with steam and enjoy extraordinary taste.
The ‘On-Boarding’ experience taps into the consumer passion for creating great tasting food, inviting them to cooking classes, and linking them to online demos to learn the secrets of steam cooking. Our post-purchase tools allow AEG to build loyalty and engagement through an inspirational conversation.
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