How OptimiZEE leveraged Zee Café’s ‘Chef vs Fridge’ campaign to connect with passionate foodies through social video for Haier

Overview of the campaign:

Haier wanted to drive awareness for its premium product amongst the urban audiences. Together with ZEE’s might across broadcast combined with social, the Haier fridge saw a seamless fitment with Zee Cafe’s innovative cooking show Chef vs Fridge featuring ace celebrity Chef Vicky Ratnani and actor-comic Gaurav Gera. The refrigerator is the central character on the show referred to as the ‘Serial Chiller’ allowed for the brand Haier to find its manifestation in multiple formats through social platforms as well. Together with engaging social videos created via OptimiZEE, the social content hub at ZEE, the campaign further tapped into the passionate social interest groups and build affinity for Haier.

About Chef vs Fridge campaign:

Chef vs Fridge took viewers on one delicious journey alongside some of the youngest and innovative culinary wizards. Each episode brought a new twist on the menu with a different theme that challenges the imagination of the contending Chefs. With the limited ingredients available in the fridge aka. ‘Serial Chiller’ on the show, the two chefs battled it out to create extraordinary dishes for a winner to be declared at the end of each episode. Coupled with an exciting digital contest for viewers every week, the shows interactive and entertaining format made it an absolute feast for viewers to tune-in. The show aired on Zee Café SD and HD along with 5 other ZEE channels viz. Zee TV, Zee Zest, Big Ganga, Zee Marathi and Zee Telugu in English, Hindi, Marathi and Telugu respectively and stream on Zee5.

Social use cases for community building:

Create content establishing the ‘Haier Fridge’ highlighting the product’s key features.
Bring out the features while associating with social content led by the celebrity Chef Vicky Ratnani and the host Gaurav Gera

Strategy:

On-Air:

The campaign incorporated an interesting strategy of ‘humanising’ the fridge aka. the ‘Serial Chiller’. Strategically placed QR codes as part of the episodes led viewers to discover more about the Haier refrigerator with over 6000+ scans garnered. In addition, in-show product placements for Haier appliances such as the TV, AC, Microwave along with the refrigerator ensured further front and centre visibility and a wholesome brand-building experience for Haier. Overall, Chef vs Fridge amassed a cumulative reach of 12Mn across Zee Café and Zee TV. The content was dubbed and amplified on ZEE network channels as well that added localisation and increased campaign efficiency.

Social:

OptimiZEE created high-impact, social content for Haier through the unique original Chef vs Fridge. An exclusive Masterclass video with Chef Vicky Ratnani appealed to the passionate food interest audience on social and became an extension to TV by building a community around the show and the fridge. It beautifully integrated the brand’s three USPs (WiFi enabled technology, triple cooling system, anti-bacterial technology) and product usage through an interactive tutorial for a lip-smacking recipe. It not only abled passionate foodies and amateur cooks to get access to a celebrity chef but also pick up quick tricks from the maestro himself. In addition, further social amplification was generated via fun memes and polls were created along with repackaging of episodic integrations which bolstered the brand’s reach within its TG.

Campaign links:

Tune-In Posts:

Swipe-Up Stories:

Memes:

Results:

The campaign received 3Mn+ overall views and became an extension to Zee Café’s TV audience for deeper engagement on social.