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Product innovation and key digital point of contact

Always looking for ways to fulfil our needs in terms of electrical goods, the SEB Group is constantly innovating. Quality, resourcefulness and ease of use are terms which could be used to describe their new creation, but what is it? A new steam cooker which is revolutionising the cooking world. Discover Steam-up.

The innovation won the “Jury’s favourite” prize during the 2019 edition of the Grand Prix de l’Innovation at the Foire de Paris, because yes, with Steam’up, the SEB Group is revolutionising the traditional steam cooking process by turning it on its head. The steam no longer rises up, but goes down onto the ingredients placed just below it in the container. It’s so easy: you can make hundreds of recipes (savoury, sweet, complete meals etc.) and take advantage of the benefits of steam cooking. Steam cooking finally tastes good!

Being food addicts, the MUZ Agency team accompanied the multi-brand group in launching this new product. The agency was responsible for the design, development, integration and implementation of the landing page on the brand’s websites. This landing page, at the centre of a global communication plan, is the consumer’s quasi-unmissable point of contact in his or her buying process. And its objective? To inspire with gourmet recipes, educate the consumer regarding its features and demonstrate the benefits of this new product to its future consumers!

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Landing page development

Thibaut LEDUC
Content Manager | Groupe SEB

What were the starting-point and the challenges for the 2019 launch of your new product?

In this only slightly dynamic market, it was necessary to re-boost steam cooking with a product totally breaking away from the norm. We wanted to overturn the consumers’ perception of cooking with steam. It is for this reason that we designed a steam product which marries the flavour of ingredients among themselves in order to create gourmet meals. Moreover, it’s an easy-to-use and practical piece of equipment.

How did MUZ accompany you in order to respond to these challenges?

MUZ accompanied us particularly in the design and creation of the landing page. Being totally focussed on the product, it allows us to highlight its characteristics and benefits. This is a major asset for the SEB Group: the consumer can get a good understanding of the product and find all its technical details, understand its features etc.

Have you already seen results?

We haven’t put any analysis in place yet as the innovation has just been released. Nevertheless, we have collected some first, very positive customer reviews. We are also thinking about enlarging the distribution network for Steam’up to other countries.
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