Cannes Lions

WASHING MACHINES & TUMBLE DRYERS

FORMITAS, Ljubljana / ELECTROLUX / 2006

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Overview

Entries

Credits

OVERVIEW

Description

The goal was to raise brand awareness of Electrolux washers and dryers among Slovene youth and their mothers positioning Electrolux as a cool brand that makes their lives easier. For a trivial BTL budget! To do this we set up a free-of-charge laundry service accompanied by a series of attention-catching creative elements at a Slovene rock festival Rock Otocec. Why? Because Rock Otocec is besides music most famous for its let’s-play-in-the-mud games that festival participants gladly take part in, thus making Rock Otocec the perfect point-of-consumption spot to capture the target audience and get your message across.

Execution

The campaign lasted throughout the 4-day festival making use of all communication elements and channels simultaneously. The core was the laundry booth and rock laundresses – rock babes wearing special Rock Laundress T-shirts that did the laundry and acted as main brand communicators. The main message Stay clean was communicated through T-shirts hanging on a laundry rope and application of washable tattoos to rocker’s bodies. To get their attention we designed fig-leaf invitations that could also be used as spare clothing and distributed Rock Laundress sucked me dry T-shirts. For mothers we created ready-to-send postcards with kids-stay-clean message and free postage.

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