Electrolux: THE AC THAT COOLED MUMBAI

Credits & Description:

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign

Advertiser: PE ELECTRONICS

Product/Service: ELECTROLUX AIR-CONDITIONERS

Agency: DDB MUDRA GROUP

Chief Creative Officer: Sonal Dabral (DDB Mudra Group)

Executive Creative Director: Louella Rebello (DDB Mudra Group)

Creative Director: Mandar Khatkul (DDB Mudra Group)

Creative Director: Anand Karir (DDB Mudra Group)

Copywriter: Archit Gadiyar (DDB Mudra Group)

Art Director: Anand Vyas (DDB Mudra Group)

Art Director: Saurabh Sankpal (DDB Mudra Group)

Account Manager: Sneha Nair (DDB Mudra Group)

Photographer: Shibith Nair

Media placement: Outdoor - Modified Billboard - Santa Cruz, W.E.Highway, Mumbai - 20th December 2011



Describe the objective of the promotion.

Air conditioning brands usually advertise only during the hot summers. Why? Because it makes sense. But we didn’t want to be a part of the summer clutter. So, we decided to communicate to our consumers during the winters itself. Seizing this opportunity, we wanted to communicate to our consumers that the cooling that an Electrolux air conditioner offers during the summer is as good as the actual pleasant winter we enjoy.



Describe how the promotion developed from concept to implementation.

This winter was surprisingly chilly. We wanted Mumbai to experience the effect of an Electrolux AC, that’s almost as good as the winter. We fabricated an entire air-conditioner onto a hoarding. The beauty of the innovation was the digital thermometer embedded in the AC, feeding in live temperatures of the area. However, the thermometer was placed in place of the LED that displayed the temperature the AC is set to. So, when it was actually 16 degrees in Mumbai, it seemed as if the AC had been set to 16 degrees. And hence, it was pleasantly cool all around.



Explain why the method of promotion was most relevant to the product or service.

The mercury was dropping consistently in the city. And no one was complaining. Everyone enjoys the coolness that an AC provides. We wanted to tell the consumers that this pleasant climate was all thanks to Electrolux. And what better way than to create an actual larger than life AC at prime locations across Mumbai. The AC was unique and caught everyone's attention. Furthermore, it used the first-of-its-kind technology in a way and at a time that no other competitor had ever thought of. We had successfully cut through the clutter.



Describe the success of the promotion with both client and consumer including some quantifiable results.

People stopped and noticed our unique hoarding, marveling at the eye-grabbing contraption. It even induced a mild chuckle from some. The brand recorded a 7% increase in footfalls at the nearby Electrolux showrooms, which was a first of sorts for any AC brand in the cool months of October-December. The brand had also cut through the advertising clutter and stood out, that too at a fraction of their usual budget. The AC not only cooled Mumbai; it also carved out a place for itself in every Mumbaiite's mind.