Lighter side of branding | How sucking you dry can be built into a brand message

This example may be ancient (in internet era, at least!), but I chose it as explains nicely “out-of-the-box” thinking when applied to brand building. And it can occur anywhere across the world, using whichever medium… so long as you it’s deemed to grant you access to communicating with your consumers.

Like this Swedish brand ELECTROLUX‘s BTL campaign for their washer/dryer in tiny Slovenia, using a Rock Concert as the medium. Giving a whole new meaning to the statement “Sucking You Dry”!  Watch the video!

At first of course you don’t see the connection between a rock concert targeting the youth, in the middle of a forest in Slovenia, and a washing machine/dryer. But once you know that this involves: tents, mud, mud covered concert goers,… you get the picture! Think Slovenian Woodstock!

Electrolux provided free washers/dryers for the concertgoers, and postcards to mail to Moms… making it into a very successful campaign!

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About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
This entry was posted in Ads, TVCs & Commercials, Slovenia and tagged , , , , . Bookmark the permalink.

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