“Concept to Kitchen” Web Site Recreates Appliance Shopping Experience
LOS ANGELES – November. 12, 2007 - – Avenue A | Razorfish™, LOS ANGELES – (November 12, 2007) Breville, the award-winning countertop appliance company, today launched Concept to Kitchen – a one-of-a-kind, interactive, kitchen experience that allows consumers to witness the evolution of Breville products from the initial sketched idea to viewing finished Breville products on their very own customized digital kitchen countertop.
Located at www.brevilleusa.com, Concept to Kitchen spotlights Breville products from various angles and allows viewers to watch interactive videos that showcase the product being used in real-time. Viewers can then place the product into the virtual kitchen and customize the counter, backsplash and cabinets to resemble their own.
“Today, more people are turning to the internet to test drive top-of-the-line products before they bring them into their homes,” said Rob Sheard, brand manager for Breville. “Through consumer feedback, we discovered the question most often asked before purchasing an appliance is ‘What will that look like in my kitchen?’ We hope Concept to Kitchen will empower consumers to answer that question.”
Breville worked with Avenue A | Razorfish, an interactive agency, to design Concept to Kitchen and has worked with the agency for the past two years to establish their brand in the U.S. and define their online presence. By utilizing Adobe® Macromedia Flash®, a tool for creating interactive web platforms, Avenue A | Razorfish was able to create an online experience for consumers to interact with the Concept to Kitchen site with ease and actually see how Breville products work before purchasing them.
“Our partnership with Breville and our firm understanding of the brand has allowed us to help build a site that includes emerging media tools that are not only helpful, but also inspire today’s amateur cook or gourmet chef,” said Christopher Follet, vice president, Avenue A | Razorfish. “By bringing Concept to Kitchen to life, Breville is an industry leader in the latest trend of creating customized online buying patterns for consumers.”
About Breville
Breville was founded in 1932 in Sydney, Australia and has become a worldwide leader in home appliances. With over 90 patents registered globally, Breville manufactures more than 220 products worldwide. Breville has received worldwide design recognition from the New York Housewares Design Awards to the Australian Engineering Awards, and a recent German GUT number 1 rating. Among its innovations include the world’s first scissor action sandwich press, the world’s first indoor health grill, the world’s first juicer that juices the whole fruit, and the world’s first active arm citrus press. In the United States, Breville is sold at specialty and department stores. Additional information about Breville and its awards winning products can be found at www.brevilleusa.com
About Avenue A | Razorfish
Avenue A | Razorfish is one of the largest interactive marketing and technology services agencies in the world. The company helps industry leaders such as Starwood Hotels, Kraft, Ford Motor Company and Carnival Cruise Lines use digital channels to acquire and service customers. Avenue A | Razorfish's full suite of digital offerings includes online advertising, Web site design and development, email and search engine marketing, emerging media strategies, and enterprise portal development. Its award-winning client teams have a great understanding of customer needs and provide solutions through distinct business disciplines, which include: analytics, strategy, technology, media, creative design and user experience. Avenue A | Razorfish has offices in markets across the United States, and global operations in Australia, China, France, Germany, Japan and the United Kingdom.