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Industry Electronic Devices & Home Appliances, Household maintenance & pet products, Business equipment & services, Corporate Image
Media Promo & PR
Market France
Released June 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: ELECTROLUX
Agency: VAUDOO
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: VAUDOO, Paris, FRANCE
Entry URL: http://www.art-home-electrolux.com
Media placement: event - Palais de Tokyo Museum - june 2009

Describe the objective of the promotion.
- Guide the brand’s transition in France from Electrolux/Arthur Martin to the single-brand-name Electrolux by taking on an aspirational and premium stance. - Helping to maximise the brand experience for the consumer, and at the same time, installing its new image by generating awareness and brand preference, achieving results comparable to that of a media investment.

Describe how the promotion developed from concept to implementation
A global operation comprising : - Art sponsorship of the Palais de Tokyo museum - Experiential encounters with the consumers - On and off-line media coverage generated through PR and media partnerships - Influencer strategy on trend setters - A maximised buzz effect - A brand experience: partnership with a contemporary artist and a culinary artistic director to create Nomiya, a unique one year installation situated on the rooftop of the Palais with renewed daily culinary happening's in the form of lunch and dinner for twelve -A product experience : culinary workshops, where enthusiasts can come discover the art of cooking with Electrolux products.

Describe the success of the promotion with both client and consumer including some quantifiable results
IMPACT OF THE CAMPAIGN 27% rise in spontaneous awareness (7-point increase) 36% rise in brand preference (5-point increase), putting Electrolux in 2nd place among the top 3 brands the customer considers when purchasing an appliance, and 3rd place among the appliance brands the customer prefers overall 20,000 visitors since the operation’s launch; 30,000 expected between now and June 2010 300 clippings in national and international press.

Explain why the method of promotion was most relevant to the product or service
- A holistic strategy centred on the unique attributes and exceptional duration of the campaign (one year), creating a ripple effect backed by media and non-media fallout. - An operation that generated a maximum number of contacts around the brand and its products, while strengthening the brand’s territory. - A never seen before way to promote a brand and give it maximum visibility while premiumising its image. - A wow effect that is the talk of the town and a totally original stance for a home appliance brand.