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New Aeron - Creating (more) value for a renowned classic

Nova Aeron

Herman Miller

Period: August-November 2016

Objective: Introducing and launching the evolution of Herman Miller’s most iconic chair in Latin America.

Strategies: Introducing the new Aeron through influencers who fit with the brand and the new proposal of the chair. Selecting two opinion makers in Brazil – Fernanda Feitosa and Maurício Arruda.

Conveying the message using different communication platforms: videos; media partner; spontaneous media; advertising; social media; cultural context; event.

Challenges: Stressing that the chair has not been redesigned, but remastered. Introducing the evolution in technology, materials and finish, in a relatable way.

Click here for more videos of this project.

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We introduced a chair made with stronger materials, more intelligent. With a better fit, new finish choices and, certainly, even more comfortable. This was all done without changing the design features that made Aeron an icon.

Apresentamos uma cadeira com materiais mais fortes, mais inteligentes. Com um melhor ajuste, novas opções de acabamento e certamente, ainda mais confortável. Tudo isso foi feito sem modificar as características de design que tornaram a Aeron um ícone.

Apresentamos uma cadeira com materiais mais fortes, mais inteligentes. Com um melhor ajuste, novas opções de acabamento e certamente, ainda mais confortável. Tudo isso foi feito sem modificar as características de design que tornaram a Aeron um ícone.

Carla Barbosa - HERMAN MILLER

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Jornal Clarin

Results

The new Aeron was spontaneously featured in more than 65 media outlets. During the campaign, the brand’s Facebook page saw a 16.4% increase in reach and, on Instagram, the number of followers increased 26.10%. According to the Showroom team, between October 20 and November 30, 2016, over 137 new consumers visited the place to see the new Aeron and 100% of them preferred the updated version. We no longer hear comments that this is an expensive chair – people started to understand the piece’s attributes and the word we hear the most when consumers sit on a new Aeron is “Wow”.

In the  Media

Media Partner
Forbes

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Earned Media
PODER MAGAZINE

Earned Media
JORNAL CLARÍN
Revista Arq (Argentina)

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Media Partner
Casa Vogue

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Earned Media
MEIO E MENSAGEM

Earned Media
MAS DÉCO
(Colômbia)

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Earned Media
O Estado de S. Paulo
Caderno Casa

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Earned Media
REVISTA ISTOÉ PLATINUM

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Earned Media
BAMBOO MAGAZINE

Earned Media
REVISTA AU

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+55 (11) 3083 7399
[email protected]
Rua dos Pinheiros, 54 - Conj. 3  -  Pinheiros
São Paulo SP  -  05422 000

+55 (11) 3083 7399
[email protected]
Rua dos Pinheiros, 54 - Conj. 3  -  Pinheiros
São Paulo SP  -  05422 000

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