Being known for making awesome vacuum cleaners is great, unless you are trying to sell a new range of premium cooktops and ovens.
This was the challenge facing Electrolux, and sat at the heart of their brief to us; shift perceptions from vacuums and washing machines, towards them being an ‘authority in cooking’.
Our response was an integrated experiential campaign, taking a full kitchen setup on a road show across Australia. Lead by the legendary chef Tetsuya and supported by a team of top chefs, the Westfield demonstrations were further amplified with a lifestyle channel partnership.
The program exceeded engagement targets and more importantly put Electrolux firmly on the cooking map.