MUMBAI: Hettich has announced its latest digital activation, the AI-powered ‘Roast The Room’ campaign. Merging humour with interior design, this campaign looks to tap into the trend of ‘roasting’ and adds a twist by inviting fans to poke fun at AI-generated images of cluttered rooms—without any Hettich products in sight.
The campaign, happening on Instagram, presents four messy spaces—living, kitchen, bedroom, and vanity room—prompting fans to roast the chaos. The contest ends on 4 November and has been running from 25 October. To add fuel to the roast they have on-boarded influencers to take this activity to new follower bases.
In a response to fan roast, Hettich will use/have used generative AI to transform the rooms, incorporating its products to uplift each space. The revamped rooms will be/have been revealed through timeline videos showcasing how the magic of Hettich makes a huge difference. Again, the influencers will amplify/have amplified the impact by creating commentary videos about the transformations, seamlessly highlighting Hettich’s offerings.
With ‘Roast The Room’, Hettich is looking to harness AI-driven creativity to deliver a user-driven campaign. The goal is to bring levity to interior design while sparking engagement and connecting fans with the brand in a fresh, entertaining way.
The campaign is also aimed at creating awareness about Hettich’s free design service.
