Distinguishing Electrolux in the area of kitchen equipment as attractive to younger and more demanding consumers.
We decided to be the first in Poland to create a new format of culinary show. We connected worlds of different passions and story about our product, Electrolux’s steam oven, in a natural way. Effective distribution of created content was also an important element of the campaign. It allowed us to expand our reach and reach the target audience in both digital and traditional channels.
We have made a series of films with the ambassador of the Electrolux brand – popular culinary expert, Ania Starmach. However, we did not want to duplicate the schemes and create another series of culinary tips that have already been used by the competition. We focused on emotions and creative idea: Życie pełną parą! (Eng. Life in full swing!) The viewers could see that Ania Starmach is as good in making Italian pasta as she is in e.g. sailing a sport catamaran.
The first five episodes have been viewed 3 700 000 times on YouTube alone! The huge reach was achieved also with the mix of different media used. This is why the consumers have learned about “Życie pełną parą” not only from social media or digital campaign. We were on TV, in sales points and outdoor media. The level of purchase intentions increased by 10%, and year-on-year sales in the category of steam ovens increased by 25%.