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.
EFFIE AWARDS RUSSIA 2022
finalist, Brand Experience online & offline
SILVER MERCURY 2022
silver prize, Best Experiential Marketing Campaign
bronze prize, Consumer Electronics, Furniture, Home Accessories
PERSPECTUM AWARDS 2022
silver prize, Best Direct Marketing Campaign/CRM Campaign
silver prize, Best Insight/Strategy
silver prize, Best Use of Incentive
bronze prize, Best B2C Event