Electrolux

Launching the new Electrolux Pure i9 robotic vacuum.

Campaign Strategy / Comms planning / Design / UX / UI

Challenge

Launching a premium product for a local market.

Electrolux latest vacuum cleaner, the PUREi9, is the latest in robotics to hit the Australian market and is a luxury worth its weight in gold.

To align to the global positioning of “Vacuum from anywhere” and to position the PUREi9 as the market leader in the premium robotic segment, we developed a localised and relatable multi-channel campaign targeting successful Australians and busy mums with kids.

Brand Video

Product Video

Solution

A smarter, more accountable channel strategy

We collaborated with our media partner and adopted a test and learn campaign, automatically profiling lead audience segments and the best performing creative, resulting in a highly targeted and relevant campaign. The campaign spanned digital, social, in-store, PR, direct and an ongoing influencer campaign as 70% of people prefer to learn about products through content, as opposed to traditional ads.*

*Source: Inc. 2015