Host/The Glue Society Drive Reappraisal of The Electrolux Brand
MEDIA RELEASE: Monday 12 July, 2010
Host/The Glue Society have launched a slick new campaign for Electrolux to assist in shifting the company’s brand perception from a maker of vacuum cleaners to the manufacturer of a wide range of premium, stylish appliances.
Using a polished black and white treatment reminiscent of European fashion and fragrance advertising, the campaign heroes an attractive couple who bring to life a selection of Electrolux product attributes during moments of intimacy in the kitchen. In the height of their steamy moments, the couple are interrupted by an elderly cleaning lady vacuuming, cueing the line ‘oh yes, and we also do vacuum cleaners’.
Fiona King, Head of Brand at Electrolux, comments: “Prompting reassessment of our brand is a challenge when our credentials in vacuum cleaning are so pervasive. We need to work hard to make people notice us and make that mental adjustment.
“The campaign solution developed by Host/The Glue Society delivers a series of ‘snack-able’ facts about our core cooking, refrigeration and washing appliances, in a style rich, engaging and attention grabbing manner, yet closes with humour to add personality and retain relevance to our vacuum cleaning heritage.”
Rolling out in phases, the campaign kicks off with three 30” TVCs airing across FTA and Pay TV from July 11, 2010, with digital 15” pre-rolls, banner and traditional print complementing the TV later in July and in bursts throughout the winter.
Each of the films were directed by The Glue Society and produced by Revolver. Pete Baker, Director & Art Director at The Glue Soceity concluded: “We felt it was important to acknowledge the heritage of Electrolux but at the same time we had to reintroduce Australians to the brand and very quickly establish them as a premium, European white goods company.
“To do this it felt right to use a lot of visual shorthand – black and white film, European cinema, fashion advertising – to quickly make the point but then have a bit of fun with the fact that, yes, most people know Electrolux for vacuuming.”
Ambassadors To Stay
Ms King added that Electrolux would continue to feature the Electrolux brand ambassadors – restaurateur Tetsuya Wakuda (cooking) and fashion designer Alex Perry (laundry) – in on-line and exclusive marketing promotions. “The previous advertising campaign, in which Tetsuya and Alex appeared, reinforced the professional credentials of the brand,” she said. “It targeted key influencers in the market – for example, retailers, media, architects, designers, early-adopters, design-led consumers as well as our own team members – and communicated the premium attributes of the brand across kitchen, laundry and outdoor categories (BBQs).
“The new campaign, however, recognises that most people only come into the market once in every 5-7 years so they may only know Electrolux for its heritage in floor care, assuming they haven’t seen the previous campaign. This campaign, therefore, is an opportunity to educate the wider consumer market in Australia, bringing them up to speed on the complete Electrolux offering.”
Brand Pedigree a Logical Link
John Mahar, Managing Director of Electrolux Floor Care and Small Appliances – Australia welcomed the move.
“Simultaneously promoting the brand’s floor care products and major household appliances was logical because of what the Electrolux brand umbrella signifies,” he said. “Electrolux stands for premium quality, style and innovation – be they Electrolux floor care products, or Electrolux kitchen and laundry appliances. So if consumers have previously owned and appreciated an Electrolux vacuum cleaner, this campaign is reassuring them that they will find those same qualities if they are considering buying an Electrolux fridge or oven for the first time.”