Please invite me to dinner
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Transcript of Please invite me to dinner
–Please invite me for dinner
A presentation by
–The Client
–The Knorr team
–The Knorr team
SamuelPaella
–The Knorr team
PaulineGravad lax
–The Knorr team
BernhardSchnitzel
–The Knorr team
OliverCrepes
–The Knorr team
KoenGouda
–Presentation
1. The Brief
2. User Research
3. Our Findings
4. The Solution
5. Sum Up
–01 The Brief
Overall perspective
Challenge
Assignment
Product focus
Target group
Overall perspective:
The business objective for Knorr Europe
is to differentiate our brand from our
competitors, especially from our competitor
Maggi.
–01 The Brief
Challenge:
We want people to understand that the brand
Knorr stands for good taste, flavour and new
creations in food, crafted by dedicated and
experienced Knorr Chefs, which leads to
superior tasting products.
–01 The Brief
–01 The Brief
Assignment:
A concept and design for a social functionality
that the consumers want to engage with...
...at the same time reach the communication
objective that Knorr products are crafted by
dedicated and experienced Knorr Chefs.
–01 The Brief
Product focus:
We wanted to focus on the products that can
help us be on the taste subject and can be
assimilated as «Mise en place» kind of product.
eg. Sauce & Bouillon
–01 The Brief
Target group:
People who want save time but are not willing to
sacrifice taste for efficiency.
–02 User Research
Field trip
Qualitative interviews
Product testing
Knorr’s existing digital presence
Social media and food
–02 User Research
Field trips
–02 User Research
Field trips
–02 User Research
Qualitative interviews with customers
–02 User Research
Qualitative interviews with customers
“...Knorr is for people who can’t cook...”
–02 User Research
Qualitative interviews with customers
“...I always decide directly at the shelf...”
–02 User Research
Qualitative interviews with customers
“...there are a lot of additional ingredients like
Glutamat in the product...”
–02 User Research
Qualitative interviews with customers
“...Knorr is more of a traditional, conservative,
and undynamic brand for old housewifes...”
“...If you like eating,
then you like cooking.
Use your senses...”
Product testing
–02 User Research
Product testing
–02 User Research
–02 User Research
Knorr’s existing digital presence
–02 User Research
Knorr’s existing digital presence
–02 User Research
Social media and food
–03 Our findings
Thoughts
Insight
Conclusion
A post on a facebook feed
–03 Our findings
Thoughts
Sometimes mums and dads get tired of providing
meal to their children...
A lot of people need to cook only for them self as
we live in single culture...
–03 Our findings
Insight
It’s not fun to only cook for yourself.
Even if you are a mum or dad you want
to get invited for dinner sometimes.
–03 Our findings
Conclusion
Let’s get people together and let them try out
the favorite recipes of the Knorr chefs.
They will get the Knorr ingredients for free
as well as cooking mentorship by the Knorr
chefs.
–03 Our findings
But first...
A post on a Facebook feed...
–03 Our findings
Please invite me to dinner
Please invite me to dinner
–04 The Solution
User Story
Please invite me for dinner
Please invite me for dinner
Connect to our Knorr hot spotand follow the
instructions
Connect to our Knorr hot spotand follow the
instructions
Please invite me for dinnerPlease invite me for dinner
Connect to our Knorr hot spotand follow the
instructions
Please invite me for dinnerPlease invite me for dinner
Connect to our Knorr hot spotand follow the
instructions
http://www.knorr.hotspot
accept
http://www.knorr.hotspot
Choose one from the favorite recipes of our chefs:
Luigis Bolognese
Share
Share
Share
Igors fried !sh
Annas salmon
http://www.knorr.hotspot
Choose one from the favorite recipes of our chefs:
Luigis Bolognese
Share
Thom
–05 Sum Up
Our journey
The solution
What Knorr will get from this solution
–05 Sum Up
Our journey
–05 Sum Up
The solution
Please invite me for dinner
A Social application to share the chefs recipes
and invite yourself to somebody home for dinner.
–05 Sum Up
What Knorr will get from this solution
It promotes the Knorr chefs and engages
the customers to interact with them
It communicates the Knorr products as “tasteful”
and “new creations in food”
It puts the Knorr product out of the “quick provider
context” and make it more fun and social
It’s a pretty sneaky idea and thats fun!
–Thanks and have a good meal!