BREVILLE
Who: Breville, an Australian high-end kitchen appliance brand
What: Three sites featuring the Oracle Touch, their super-automatic espresso machine on ExpertVoice
Why: To educate retail associates about the Oracle Touch.
When the salesperson who brought Breville to myself and my designer, Spencer, he had warned us that that Breville might be a challenge and they had high expectations, and he was 100 percent correct. Breville was the most demanding brand I ever worked with, but the result was one of my favorite projects ever.
A couple of other things we had to consider was that the audience was very limited compared to other projects. The content would be open to only 300-500 people as it was a test run to see if the Breville/Experticity relationship would be a success. After a few iterations of the content pitch, we were ready to create our experiences.
The first module was a quick, three-minute experience quickly educating retail associates about the Breville Oracle Touch. Spencer and I did this by creating an interactive piece where the reader can click and learn about the Oracle Touch versus competitors.
The second module, Breville wanted to educate retail associates on what makes great coffee. They attribute it to Four Key Elements. Spencer and I knew we wanted to make this a smaller experience and we felt the Four Key Elements lent itself to a Buzzfeed-style listicle.
For the third and final experience, Breville had purchased three minutes of video. While Breville had fantastic branding, we wanted to give them an authentic layer to their brand and see the Oracle Touch in action.
We gathered a group of coffee lovers and had them meet the Oracle Touch. We got their real reactions on film while giving more insights on the Oracle Touch that you couldn’t get on any Breville asset.
Reaction to the content was great considering the limited audience. Out of 365 impressions, 264 people passed the Edu-Game, which is an assessment the audience must take to “pass” the experience. Also, the brand was thrilled with the content we created and signed up for more content in the future.