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brand new media US’ Wolfgang Puck Program Wins “Best Long Form, Brand Response” Moxie Award
LAS VEGAS, September 2014 - brand new media (BNM) is pleased to announce that its Wolfgang Puck Pressure Oven program has won “Best Long Form, Brand Response” at the 2014 Electronic Retailing Association (ERA) Moxie Awards on September 18th.
The ERA Moxie Awards Gala is the direct response marketing industry’s premier celebration honoring the best advertising campaigns of the year in TV, radio and digital. Taking home the Moxie Award for “Best Long Form, Brand Response” validates the success that BNM’s Wolfgang Puck Pressure Oven program is achieving with consumers, but also BNM’s expertise in creating unique branded content that engages and sells. Moreover, this is the inaugural year for the “Best Brand Response” Moxie Award category, solidifying BNM’s pioneering leadership in this space.
“We are especially honored to receive the Moxie Award for ‘Best Long Form, Brand Response’ as this particular award definitely speaks to our company culture and how we think here at brand new media. Whatever content strategy we execute, it’s in an effort to build a better narrative for brands that connects them directly with their consumers by delivering entertaining, informing, and inspiring content; and in this case to ultimately illicit immediate buyer intent. Delivering a successful execution on a massive campaign like this only comes with having the perfect formula: great product, great talent, and a great team,” says Patrick Raymond, executive vice president and creative director of brand new media US.
In addition to tried and true direct response tenants, one of BNM’s main objectives in creating this long form show was ensuring that Wolfgang’s unique, warm, eccentric personality that patrons and consumers everywhere have come to know and love came through. Furthermore, from his restaurants to media appearances to his existing product line, it was essential that we stayed true to the Wolfgang Puck brand.
A branded entertainment, personality-driven, and demo-style approach was implemented through a creative content package that engages, delights, and inspires viewers to elicit response. The appetizing recipes, featured and made by Wolfgang in the Pressure Oven, connect viewers to the product’s efficacy and his brand. From on screen graphic and animation treatments, a brand color scheme utilized on the original kitchen set built specifically for the principal shoot, to the strategic placements of other Wolfgang Puck products used as props throughout the kitchen, the Wolfgang Puck brand seamlessly shines throughout our successful long form show. Thus, the long form creative effectively leverages the power of Wolfgang Puck’s empire while still establishing the Wolfgang Puck Pressure Oven as a stand-alone brand in its own right.
“Personally, directing a world famous chef with an infectious personality like Wolfgang Puck and everything that goes along with that when shooting on set is of course always rewarding. But, the collaboration throughout this project has truly been the big reward. The combination of faithful experts across multiple organizations from Wolfgang and his entire team to our client, the amazingly talented group at Direct Holdings Global/KitchenTek headed by Tim Pearson and Maryanne Shvodian, to our entire creative team here at BNM that I am so very proud of, it was a true synergy of talents where we utilized each of our unique, individual strengths and worked together seamlessly to deliver flawless execution and ultimately success for the brand. Now being acknowledged by our peers for this accomplishment is really the icing on the cake,” says Raymond.
A proven success on TV coupled with this Moxie Award win verifies that the Wolfgang Puck Pressure Oven program is definitively this year’s one long form campaign that truly finds that delicate balance between brand and response.
brand new media (BNM) is a digital media company with offices and dedicated studios operating across Australia, Singapore, US and Europe. Brand New Media owns, creates and operates digital channels allowing leading brands to become broadcasters. brand new media’s ChannelPLAY platform delivers content and channels to all devices, anywhere and anytime, offering an innovative and integrated marketing solution to brands.
For more information on brand new media, contact 323-785-4700 or visit: http://www.brandnewmedia.us
To view the Wolfgang Puck Pressure Oven show, visit: http://vimeo.com/83896409