Sao Paulo – Just like the Electrolux campaign that brought a complete Christmas supper
to professionals working on Christmas Eve in 2014, the new production
reinforces the brand’s method of capturing the idea of Cooking for pleasure
with memorable sensory experiences.
In order to do this, ‘Fantasy Kitchen’ used mothers, who are the
real consumers of the brand, along with their children. The mothers and
children prepared a meal together, and the children were encouraged to tell
stories while an illustrator listened and secretly gave their ideas shape. At
the end, when the children recognized the characters from their stories
interacting with the dishes they prepared, it reduced the Mothers to tears.
Media distribution includes broadcasting the film on online media,
social network activation, and showing the film in retail stores.
According to Sandra Montes, Marketing Director of
Electrolux in Latin America, “The brand has adopted storytelling
in the digital environment as a powerful tool capable of contributing to brand
building, and generating knowledge and experience for the consumer.” Electrolux
has invested the most in digital channels over the last three years, with
investments representing 10% of the company’s annual marketing budget.