AGA Total Control - Launch Campaign

Aga Total Control

3rd June 2011

Cogent Elliott has created a national press campaign to support the arrival of a revolutionary new AGA cooker - 'AGA - Total Control'.

The two ad executions; 'Seasons' and 'Clocks' feature the strap line... 'On When You Need It, Off When You Don't' and are a radical and confident move for the iconic British brand which aims to position the new oven as a 'breakthrough product'.

Richard Payne, Cogent Elliott's Creative Director explains: "The new AGA Total Control is a true innovation and a real step change for AGA. That said, it's an AGA through and through."

Richard continues: "With that in mind we set out to create a set of ads that reflected that innovation, but were undeniably AGA-esque in style and approach. We wanted consumers to understand very quickly, here's an AGA with a difference.

"By creating these ads, with their beautiful, yet slightly surreal feel, I believe we have done just that. The message couldn't be clearer. Here's an AGA that fits my lifestyle, an AGA that I can use in different ways throughout the year, an AGA that works to my timetable. A totally controllable AGA."

A series of single and double page advertisements will be rolled out across upmarket lifestyle titles including House Beautiful, Homes & Gardens and national broadsheets - The Guardian and The Times.

William McGrath, Chief Executive of AGA Rangemaster Group added: "The AGA Total Control is probably the biggest change in the way we have done things since 1935.

"We wanted to keep the aspects of the traditional AGA that our customers treasure - the warmth, the cooking and the look - while making the new oven more practical.

AGA Total Control will appeal to a whole new generation - those who are at work all day, but want an AGA kitchen, and who appreciate both the design values and great food for which the AGA is famous and the advertisement campaign needed to tap into these emotive insights."

Despite looking like a traditional cast-iron range cooker, the Aga Total Control has electrical elements in every oven door, wall and ceiling rather than relying on one heat source slowly warming the whole appliance. From the outside, AGA Total Control looks exactly like a classic AGA cooker, but underneath its sleek cast-iron exterior lies a state-of-the-art touchscreen control panel enabling the hotplates to heat up within eight minutes.

Eventually, AGA intends to allow its customers to fire up the AGA Total Control remotely by using a smartphone app, meaning that owners can set it to come on as they return home.