Electrolux: SHOEBOX

Credits & Description:

Category: Other Consumer Products (including Durable Goods)

Advertiser: ELECTROLUX

Product/Service: WASHING MACHINES

Agency: F/NAZCA SAATCHI & SAATCHI

Date of First Appearance: Oct 15 2009 12:00AM

Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL

Creative Director: Fabio Fernandes (F/Nazca Saatchi/Saatchi)

Creative Director: Eduardo Lima (F/Nazca Saatchi/Saatchi)

Copywriter: Juliana Uchôa (F/Nazca Saatchi/Saatchi)

Art Director: Bruno Oppido (F/Nazca Saatchi/Saatchi)

Media placement: Direct Mailing - 5000 Sneakers - 15 October 09



Describe the brief/objective of the direct campaign.

Launch the new Electrolux washing machine model with the exclusive sneaker-washing function, with a much reduced budget.



Explain why the creative execution was relevant to the product or service.

We created a new media: the wrapping tissue paper in the sneakers box. We made a partnership with the largest sneakers online store in the country and from then on, all the sneakers sold, of all brands, were wrapped in this tissue paper ad.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Introduce the new sneaker-washing function to the users in the moment when the sneakers have more importance to them: the moment of purchase.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

Five thousand sneaker users per day were impacted by the tissue paper ad. The action was featured in the main magazines and newspapers in the country. Electrolux was seen by the consumer market as an innovative brand that approaches other segments, not just housewives.