In 2016, Thermador celebrated its 100th anniversary and the brand wanted to reassert its leadership position in an increasingly competitive market. Thermador has a rich history of innovation but competitors today all have similar product offerings, and it’s often brand perception and status that drives purchase in the luxury appliance segment. Thermador needed to maintain its market position against competitors.
One of the key drivers for sales referrals is driving traffic to Luxe Appliance Studio, the brand’s showroom in Toronto’s Design District. To that end, Paradigm was tasked with developing a showroom event that would raise awareness of Thermador’s rich heritage and create a connection between the brand and interior designers in order to generate sales referrals among the design community.
Create a must-attend designer-focused event that celebrated Thermador’s legacy with an entertainment-filled night that also highlighted the brand’s superior products and elevated the brand’s luxury status.
Paradigm created an exclusive evening that brought together some of Toronto’s best chefs and designers to compete in a DesignerChef Culinary Battle for charity. The dishes would be judged by acclaimed Canadian food editors and writers. The live chef battle was hosted by hosted by Joey Salmingo of The Chef Cartel for a high-energy show that captivated guests in attendance.
The room was Thermador branded, and complete with abundant with food stations, a custom apron station, and virtual reality product demo station. Guest social engagement was encouraged by displaying social shares of #Thermdor100th on a tweet wall.
More than 110 key industry influencers, media and home appliance dealers attended the event and engaged with the brand and media coverage following the event resulted in 2.6 million impressions. Social posts and conversations using the event hashtag generated 2.4 million Twitter impressions and 170,868 Instagram impressions. The hashtag Thermador 100th trended 3rd overall in Toronto during the event.
Most significantly, showroom visits increased by 144% in the three months following the event and by 10% overall from the previous year.