Mobile shopping has gone to the next level. Jenn-Air and Digitas have created a first-of-its-kind iPhone app allowing users to instantly visualize a kitchen equipped with the brand’s luxury appliances. The DesignVision iPhone app was launched at this year's Architectural Digest Home Design Show , t he nation's largest exhibit of luxury home products and widely considered the preeminent event of its kind.
With DesignVision, users can select a Jenn-Air appliance, position it over their current appliance and snap a photo. The finished image shows the selected appliance in place of the existing one. They can also choose from different finishes, share the photos, get product specifications and find showrooms. DesignVision can be downloaded for free at the Apple App Store.
According to Chia Chen, SVP of Digitas' North American mobile practice, Digitas approaches mobile as a way to insert a brand into the moment in consumers' lives where the brand can have impact and deliver value. "All of them had a moment of trying to visualize how an appliance would look in their kitchen," Chen says.
DesignVision also ties into a four-page, print insert ad running in Architectural Digest. The front page shows a silhouette of a range. Inside, a photo spread highlights a Jenn-Air range and includes a three-dimensional, die-cut piece. Readers are instructed to remove it, stand five feet back from the range in the kitchen, and then hold it at arm's length to "eclipse the competition." Architectural Digest has reported four to five times more interaction with the print ad than any others running in the book.