Situation:

Siemens Home Appliances in Turkey has a super premium, high-end and high-tech positioning in the market. Having it's root from the German engineering background, the brand is perceived a bit distant too.

Brief & Objective:

Our brief was to shine "Camera in Fridge" feature of Siemens XXL Fridges and adding some "human touch" into it to break Siemens's distant brand image.

Siemens XXL Fridge's "Camera in Fridge" feature takes photos of inside of your fridge. So we said; why don't we produce a stop-motion love story happening inside of our fridge?

This idea leads us to the world's first movie filmed using a fridge: The Picnic. By using the fridge's cameras, we shoot thousands of photos to produce a stop motion love story. A cute, very romantic yet modern love story, happening between the two cake figures inside the fridge.

Our main strategy was to shine "Camera in Fridge" feature of Siemens XXL Fridge with a disruptive idea that is linked to current brand image (high-tech and high-end). So we kept "technology" in the core but we added warmness into it to achieve our brief's objective. And the final content was more of a "short love story" than a commercial piece.

Becoming the "world's first movie filmed using a fridge" we aired this interesting content in all branded digital channels of Siemens.

Plus, we aired "The Picnic" on Gain (Turkey's digital / mobile short content platform) and on Filmlovers (A Turkish movie-lovers community platform) too. And we promoted it as an original short movie piece.

"The Picnic" became the world's first movie filmed using a fridge.

While carrying the powerful high-tech DNA of Siemens brand in the core, it has the warmness and disruptive spark that the brand needed.

Till September 2021, we have recorded more than 600 thousand of reach and more than 3 million impressions for our short movie.