LJT DESIGNS - 2006 OPEN CONCEPT KITCHEN REMODEL BEFORE AND AFTER
Solo - Open Kitchen
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Transcript of Solo - Open Kitchen
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Solo Open Kitchen
1
Activation platform
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The briefing
Solo sales and MS were
declining since 10 years.
Brand image is obsolete and
associated to less healthy
2
associated to less healthy
animal fats.
Develop an activation
platform allowing to rebuild
MS, rejuvenate the brand,
and link it to ‘vegetableness’
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Central idea
Creation of Solo Open Kitchen,
a 360° activation platform,
based on a central exchange
for daily recipe inspiration with
user generated content.
3
A web 2.0 platform with leading
edge on new media (social
media, i-phone, rss, widget).
Users can upload their own
recipes in their own recipe
books, invite friends, exchange
comments…
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Declinations
A relationship program with
12 newsletters/year.
Creation of ambassadors and
a AFP (advertising funded
program) Chef Versus
4
program) Chef Versus
Vlaanderen on VTM
3 in store momentums each
year in interaction with the
website and other tools.
Partnerships with media (eg
Culinair ambiance) and other
brands (Univeg)
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Results
Significant increase of sales
volume and market share.
Website: 1.200.000 visitors/y
190.000 registered users
5
190.000 registered users
62.000 active members of
My Open Kitchen community
Chef vs Vlaanderen: 12 x
500.000 viewers/y