The test drive of Electrolux washing and drying machines was smoothly integrated into the life of guests of the iconic Rosa Khutor ski resort.

Instead of direct brand advertising, people were invited to have a lovely and interesting time at Active Studio. The “Electrolux Active Studio For Active People” case became a finalist of Effie Russia 2022 and received “silver” and “bronze” awards at Silver Mercury 2022.

How to sell expensive household appliances if potential buyers believe they do not need them and are used to washing and drying “the old-fashioned way”?

Have a real test drive!

But many people find housework boring and are not willing to look deep into the nuances of how to operate household appliances. So, a decision was made to turn the Electrolux test drive into entertainment, and thus arranged it at a place where people do not hurry, are relaxed and positive — at the resort.