Category: Best Consumer Engagement
Advertiser: ELECTROLUX
Product/Service: ELECTROLUX / WHITE GOODS
Agency: TBWA\LONDON
Media Agency: ZENITH OPTIMEDIA WORLDWIDE, London, UNITED KINGDOM
Business Director: Gordana Buccisano (ZenithOptimedia Worldwide)
Strategic Partnerships Director: Anna Yorke (Newcast)
Account Manager: Alanna Bishop (ZenithOptimedia Worldwide)
Account Executive: Sarah Preston (ZenithOptimedia Worldwide)
Creative Solutions Manager: Shelby Oholendt (Microsoft Advertising)
Brand Strategist: Tom Brunner (Microsoft Advertising)
Media placement: Digital - MSN Microsites in France, Russia, UK, Sweden and Spain, - March 17 2011–31 May, 2011
Media placement: Digital - MSN Supporting Display, Editorial Transfers and Network Buys - March 17 2011–31May, 2011
Media placement: Digital - Facebook Display (France and Russia) - March 17-May 26, 2011
Insights, Strategy & the Idea
3 things are key to successful brands:
- Innovative Products
- Defined Segments
- Emotional Connections
Electrolux had the (white) goods. Their innovative appliances won awards and supplied over 50% of Europe’s Michelin starred restaurants. They knew their segment was cooking - to our audience the oven is essential for getting dinner ready, or entertaining friends.
But emotional connection…..Whitegoods are a low interest category and research showed Electrolux to be more wallflower than red-carpet star. The Cannes Film Festival was a partner that could propel them into the spotlight.
Electrolux’s target audience was “Catherine”, a woman who runs her home and life to professional standards. Despite her polished exterior, Catherine needs some help. Tips from the professionals on how to make that soufflé at home, or the easiest way to dress her dining table. We needed to take our Cannes expertise and deliver it to Catherine for the emotional connection to be born.
Creative Execution
We created Le Menu de Cannes, a pan-European competition covering all the things Catherine loves – food, fashion and style. Teams consisting of chefs, stylists and designers competed in a series of themed dining challenges in the lead up to Cannes.
Partnering with MSN, we filmed the Menu de Cannes series and created content hubs on MSN and Facebook. Webisodes from the challenges, episode previews, team biographies and behind the scenes footage were seeded across the hubs to take the professional cooking and design tips to a wider audience. Catherine followed her favourite team as the competition progressed and voted for her favourite on Facebook.
Bespoke Cannes editorial around key Electrolux themes– food, fashion and style – were linked throughout MSN. Videos and photo galleries were created giving Catherine the insider information that she really loves – style tips, restaurant recommendations and other tricks for her to use in real life.
Results and Effectiveness
•Average dwell time was almost 4 minutes per unique user (over 30% above average), with 7+ page views per user.
•The Electrolux Facebook page grew by almost 4000%, and engagement with the Facebook content itself increased dramatically (+2000%).
•The MSN hub delivered 468,000 unique users across the site, and generated over 3m page views.
•Menu de Cannes generated over €70m worth or PR coverage globally.
•But more importantly, our research said that 80% of 'Catherines' agreed that Menu de Cannes had a positive influence on their perception of the brand.
Now who said white goods was a low interest category?