Tefal wanted to showcase its steam ironing technology that seeks to improve all users’ ironing experience with an In-Store campaign.

The brief was to come out with a creative concept that highlights the ease of ironing with Tefal’ irons, with the key message being ‘Ironing’s a breeze with Tefal’. It targets working adults and appeals to them via the convenience, efficiency and timesaving nature of using Tefal’s iron, so as to facilitate their hectic schedules. This campaign aims to incorporate a new element of speed and efficiency with Tefal’s existing brand image of being a linen care advocate. 

Conceptualization of this idea arises from the fact that Tefal’s steam technology outperforms traditional electric irons. In order to draw focus to the steam technology, an imagery of steam, which is then integrated into a sports car, is used to represent Tefal iron’s performance. Fast, effective, and smooth are the main descriptive terms that viewers would associate with. Fast and effective relates to the speed in which creases can be smoothened while smooth relates to the relative ease in which a Tefal iron can be pulled across the ironing board.