Media > Use of Media

SUPOR SMOKELESS PANS

LEO BURNETT SHANGHAI, Shanghai / SUPOR / 2011

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Overview

Credits

Overview

Effectiveness

The installation is planned to continue for a month, but it has already caused such a stir, that Supor are now in negotiations with a number of other inner city factory owners across China, to see if they too will allow them to stop the smoke coming from their chimneys, with one of their new smokeless pans.The campaign was launched on 15 March 2011, and still in processing, there is no detail figures come out so far.

Execution

In chimney filled China, we selected a factory in the centre of Shanghai, that was about to de-commission one of its chimneys, and installed an enormous Supor Pan replica on top, together with the line “Supor smokeless pans”. This shows that with Supor’s smokeless pans, no smoke will be emitted even in a smoke-filled factory.Simultaneous to the outdoor installation were PR reports and online video to further drive awareness to the campaign.

Strategy

The objective of the campaign was to communicate the functional superiority of Supor’s smokeless pans in an innovative way, but more importantly, to raise public’s awareness on the negative effects of smoke pollution and encourage its reduction.The target audience is people who have a desire to improve their standard of living by leading a more environmentally-friendly lifestyle.In China, stir-frying in very hot oil is the most common cooking method. Unfortunately pans often overheat filling homes with thick unpleasant smoke.

Supor’s new range of “smoke-less” pans drastically reduces smoke pollution in your home by making sure the pan never gets too hot.

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