Digital Media

Event Management

Print & Premium Management

Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million products to customers in more than 150 countries. Electrolux has been doing business for 100 years, the headquarters are located in Stockholm, Sweden. Electrolux is Based on deep customer insight and developed in close with professional users, offering thoughtfully designed, innovative and sustainable solutions for households and businesses with their products. It has become stylish Scandinavian-designed household appliances that go best with attractive home interior. Electrolux Group has many brands- Electrolux, AEG-Electrolux, Zanussi, Eureka, Frigidaire etc. with products such as refrigerators, dishwashers, washing machines, cookers and vacuum cleaners.

The Challenge

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.

Our Solution

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.

The vacuum cleaner amounted to more than 90% of our sales volume, so when it comes to small kitchen appliances, it was a tall order because the brand recognition was very low. However, with PMG, we were able to be successfully increase sales of small kitchen appliances over a short period of time.

Catherine Lee

Heard of Product Portfolio Manager, Electrolux Korea


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