Electrolux, more well-known for its vacuum cleaner range in Korea, aims to increase brand recognition for its new premium line of kitchen appliances called the ‘Masterpiece Collection’. However, as the line was new, there was a lack of customer experience stories to share, as well as a very cluttered and busy digital space, which means that offline activities and activations were critical outreach platforms.
We focused strongly on offline activities and events to gain the consumers’ attention and showcase the culinary experiences in more premium but intimate settings. Using a popular chef to from the campaign, we created customer experience zones at many venues and organised a cooking show roadshow to create online buzz. We also reached out to consumers through premium cooking shows at Han-river park and major department stores. The result? Brand recognition improved tremendously with a high level of consumer participation achieved.