2007 AWARD WINNER
SPECIAL MERIT AWARD
BEST MEDIA OWNER PROPOSAL
CAMPAIGN - Electrolux - A Recipe For Success!
AGENCY - Fairfax Media
CLIENT - Electrolux Home Products
SPONSORED BY
OBJECTIVES
In October, Electrolux, a global
appliances company widely known
for vacuum cleaners in Australia, set
the market a bold challenge. It
wanted to raise awareness of
Electrolux as a designer and
manufacturer of a wide range of
premium appliances for home and
professional use.
Electrolux wanted an intense
burst of high-impact, high frequency
brand activity, to the right audience, in
an engaging manner, across a
number of media platforms.
Electrolux needed to bring its
brand message “professional
cooking at home”, to life. And
although “experiential” is the latest
buzz word, this alone would not
achieve brand awareness for a
relatively silent player in the crowded
whitegoods market.
Fairfax had to deliver against three
measurable objectives. Firstly, to
involve and engage Fairfax readers
with the Electrolux brand.
Secondly, to revitalise the brand
from makers of vacuum cleaners to
makers of a large range of premium
kitchen and home appliances.
Lastly, to actively demonstrate
that Electrolux is the authority in
cooking, used by professionals and
accessible to all people who love to
entertain.
CAMPAIGN
Fairfax developed a 12-week, multilayered
campaign centred on five
pillars: brand (across print and
online), experiential, reader promotion,
online content and consumer
marketing.
Fairfax became for Electrolux
media partner, event planner, PR
consultant, talent provider and brand
experience agency.
A total of 37 million potential
Fairfax readers were offered channels
of engagement to see, taste, touch,
feel, smell, use, win and enjoy the
Electrolux product range.
450,000 Electrolux/Good Living
recipe card packs for readers were
produced as part of the campaign.
21,000 enthusiastic Grower’s
Market devotees were exposed to the
brand as were Good Weekend and
Sunday Life! readers, thanks to 52
inside cover spreads.
Nine mobile kitchens formed part
of the experiential component of the
campaign and three bespoke videos
streamed to millions online.
RESULTS
Prompted brand recognition was at
18% (KPI target of 10%), an 8%
increase within the target audience.
Electrolux’s brand appeal increased
14%. Seen advertising in a
magazine jumped from 27% (precampaign)
to 54% (post-campaign)
and seen advertising in a newspaper
jumped from 23% (pre-campaign) to
31% (post-campaign).
99% of people who recalled the
ads from magazines, said they saw it
10+ times, while 78% who recalled
the ads from newspapers, saw it
more than four times.
The consideration to purchase
Electrolux products increased from
39% to 49% from pre-campaign, after
exposure to the advertisements.
People who were exposed to the
ad two or more times, were 43%
more likely to perceive the Electrolux
brand as professional, than those
who were not.
JUDGE’S COMMENTS
“How do you start cooking with a
vacuum cleaner? Demonstrated
pure essence of a partnership,
exploited all aspects of the Fairfax
collateral from editorial through to
cooking demos. Excitement in the
partnership echoed throughout.”
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