Electrolux: VAC FROM THE SEA

Credits & Description:

Type of Entry: Best Campaign
Category: Best International PR Campaign
Advertiser/Client: ELECTROLUX
Product/Service: GREEN RANGE VACUUM CLEANERS
Entrant Company: PRIME PR Stockholm, SWEDEN
PR/Advertising Agency: PRIME PR Stockholm, SWEDEN
2nd PR/Advertising Agency: ELECTROLUX PR STUDIO Stockholm, SWEDEN
Creative Director: Jonas Bodin (Prime PR)
Account Manager/Project Manager: Mattias Ström (Prime PR)
Copywriter/Art Director: Carl Fredrik Holtermann (Prime PR)
Head of Planning: Marcus Wenner (Prime PR)
Executive Creative Director: Tom Beckman (Prime PR)
Planner: Kerem Yazgan (Prime PR)
Copywriter: Devi Brunson (Prime PR)
Project Manager: Karin Schollin (Prime PR)
Art Director: Fredrik Olsson (Prime PR)
Media Relations: Claes Nyströmer (Prime PR)
Media Strategist: Sakari Pitkanen (Prime PR)
Issues and Crisis Management Expert: Charlie Stjernberg (Prime PR)
Production Manager: Vanja Bajc (Prime PR)
PR Manager Europe, Electrolux PR Studio: Julia Emmerich (Electrolux)
Vice President – Floor Care Environmental and Sustainability Affairs, Electrolux: Cecilia Nord (Electrolux)
Product Marketing Manager Bagless, Electrolux Floor Care & Small Appliances: Niklas Melin (Electrolux)
Business Segment Manager Europe, Electrolux Floor Care & Small Appliances: Jonas Magnusson (Electrolux)
Project Manager, Electrolux Internet Center: Robert Perrakoski (Electrolux)
Digital Communications Manager Europe, Electrolux Floor Care & Small Appliances: Antti Laukkanen (Electrolux)
PR Assistant Communications & Branding: Linda De Giuseppe (Electrolux)
Describe the campaign/entry:
By collecting plastic trash from oceans and creating vacuum cleaners from it, Electrolux engaged over 175 million people in the plastic issue, and increased sales distribution by 300%.
Challenge:
Everybody knows that a vacuum cleaner keeps your home clean. But can vacuum cleaners also keep the world clean?
When Electrolux launched a new line of vacuum cleaners made from 70% recycled material – the Green Range – they wanted to show that a cleaner home can be linked to a cleaner world.
The solution was found in the Pacific Ocean – while there is a shortage of recycled plastic on land there are plastic debris islands in our oceans.
Vac from the Sea – Collect plastic from the world’s oceans. Manufacture vacuum cleaners from it. Exhibit vacuum cleaners. Donate revenue from Green Range to research.
Environmental organizations, together with all parts of Electrolux – from CEO to design to sales – worked in an integrated way to realize the project. The Vacs from the Sea are being displayed in over ten countries during 2010–2012. Part of Green Range revenue is donated through the initiative “Vac for the Sea” to plastic research organizations 5 Gyres and Algalita, headed by the discoverer of the Pacific Garbage Patch.
Describe the brief from the client:
• Raise awareness about the plastic issue and Electrolux’ goal of going from 70% to 100% recycled vacuum cleaners.
• Increase distribution of Green Range vacuum cleaners in Europe by 50%.
Results:
• European Green Range vacuum cleaner distribution increase: 300% (Goal: 50%).
• Reach: 175.2 million
• Tonality: 95% positive.
• Search hits – “vac from the sea”: 10.1 million (Bing), 10 800 blog mentions (Google blog search)
• Interest acceleration: 0-300,000 Google-hits in three weeks, one Tweet about VFTS every other minute during launch’s first 24 hours
• Leading target media reported on initiative. E.g. CNN, Wired, Reuters, New York Times, Yahoo News, Sweden’s largest news agency TT, Fast Company, The Discovery Channel, Design Boom and The Independent.
Source: Meltwater
Unexpected results
• Award from environmental organization Håll Norge Rent (Keep Norway Clean)
• International high profile NGOs/commercial stakeholders have contacted Electrolux for collaboration.
• New partnerships in plastic industry.
• Speaking opportunities for sustainability VP at e.g. Life Cycle Assessment Sustainable Design Conference, Miami.
• VFTS-blog most visited page on all global electrolux.com (drive traffic here not set goal).
Execution:
Environmental organizations from all over the world were engaged in collecting plastic for concept vacuum cleaners, each representing a specific ocean. The project was continuously spread through using the following main PR-driving elements: corporate site/blog, social media, offline PR, internal sales material and exhibitions.
June
The global concept was implemented on both global and local levels in over 30 Electrolux markets to key media such as CNN (US), SVT (Swedish national television), Wired (UK). Media contacts were made for each project phase.
• Digital platforms created (Vac from the Sea-blog/Twitter/Facebook-account)
• Stakeholders invited to initiative
• Spokesperson: Sustainability VP
July
• CEO writes first blog post
• Targeted PR: Design/business/green/technology media
• Reactions monitored/responded to guest writers on VFTS-blog
• Twitter/Facebook: Sustainability VP updates
August
Plastic gathered:
June-Aug
• Mission launch
•Collection sites e.g. Phi Phi Islands (Thailand), Hawaii (USA), St Cyr-sur-Mer (France), Hel Marine (Poland), Sotenäs (Sweden).
September
Unveiling Vacs
•Vac production/unveiling the Vacs
March
Global competition with 5 Gyres – green blogger becomes new crew member on plastic research expedition.
May
In-store: Vac for the Sea – revenue from Green Range donated to Algalita/5 Gyres.
Beyond:
• Exhibitions during 2010–2012 in consumer/industry forums e.g. Da Vinci National Museum (Milano), National Maritime Museum (Stockholm), IFA Berlin (Europe’s largest electronics fair).
PR-TOOLS
Corporate site/blog: Mission chronicled here
Social media: VFTS Twitter/Facebook
Physical/visual message carriers: Physical vacs/Video News Release/graphics
Press releases/media alerts: Sent locally/globally for each phase
B2B-tool: Sales/in-store film to retail/distributors
PARTNERS/AMBASSADORS
Collections: Environmental organizations
Exhibitions: Museums
Guest writers/experts: Journalists/ experts on VFTS-blog.
Electrolux: CEO writes first VFTS-blog post. Sustainability VP is spokesperson/updates Twitter/Facebook.
The Situation:
Communication around recycling has always been about what you can make from plastic, not about where the plastic comes from. Electrolux turned this question around to overcome this challenge.
Challenge: Make vacuum cleaners and recycling engaging
Consumers and media do not find vacuum cleaners exciting. And there is no subject which is as watered-down as recycling.
Conversation opportunity:
Vacuum cleaners, no matter how good they may be, are not conversation starters. A plastic island in the Pacific twice the size of Texas is.
The Strategy:
Recycled vacuum cleaners are interesting – vacuum cleaners made from plastic islands are global news.
In a transparent world where corporate responsibility must be proven through action, Electrolux created a long-term project instead of a traditional campaign.
The project was constructed using five elements; the plastic paradox (plastic deficit on land and surplus at sea), gathering plastic, producing the vacs, exhibiting them and donating revenue from Green Range sales to research. Each step catered to a number of stakeholder groups, from environmental activists to your average consumer.
Although a blog on Electrolux’ corporate website documented the endeavour, the channel strategy was to put the story into the hands of others. This was done to such an extent that prominent journalists and experts who had written about the project later became guest writers the blog. Also, ambassadors who collected plastic became partners, spreading the story in their own channels.