ELECTROLUX

For a brand claiming to protect clothes from fading, Electrolux, a washing machine brand faced the threat of fading away from consumers’ minds across key markets in the region. So we took a bold stand – while any brand can wash clothes, only Electrolux can be trusted with fashion. Instead of following the functionality- and price-driven communication norms of the white goods category, we spoke to our consumers in a way that no laundry brand had ever done before all through the power of social and content.