GRUNDIG

The guiding idea of this communication strategy was positioning the Grundig brand as the leading manufacturer of household appliances on the market. Prior analyses had shown that, on the Croatian market, Grundig was perceived as a TV manufacturer, whereas on the global market it was positioned as an innovative premium brand. We started from ambassadors, selecting as the faces of the campaign the singer and MasterChef winner Luka Nižetić and the popular TV presenter Marijana Batinić. They offered us interesting and entertaining insight into their perspective by sharing their secrets and useful advice for use of specific Grundig appliances. We also created a digital campaign, organised an all-day cooking show at City Center One in Zagreb, and filmed a series of video recipes for Luka’s specialities!