Baltic PR Awards 2010 Category: Sponsorship

Vacuum cleaner becoming an art object

Situation

Consultancy involved in promoting Electrolux cordless vacuum cleaner Ergorapido. A product

that has already been available in Latvian market for some time, however, not received much

of awareness and popularity. Moreover, taking into account its characteristics, Ergorapido is

quite a niche product that might not be a primary choice when looking for a household

appliance for vacuuming – it is meant only for small cleaning, supplementary to a larger

vacuum cleaner. According to guidelines, Ergorapido has to be positioned in communication

as a stylish design object, not a simple vacuum cleaner – quite a challenge in a small market

and in times of economical downturn.

Lack of marketing and advertising budget for this particular product, creates more pressure on

PR Consultancy working with media, so a different approach has to be chosen in order to

raise awareness and increase sales of Ergorapido.

Research

Engagement of the Electrolux Latvia product managers and sales people in the research of

consumer behavior proved that it is important to show Ergorapido’s functionality in action so

that potential customers can have a hands-on-experience. Supplementary to this research,

Consultancy carried out small scale interviews of potential target audience representatives to

find out that strangely enough this product is more favored by men than women – seen rather

as stylish gadget than functional household object.

After a decision was made to promote Ergorapido using linkage to a local event, analysis of

potential sponsorship opportunities was carried out searching for appropriate festival, event or

project. Criteria included publicity coverage of events, their reputation among citizens of

Latvia, possibility to have a creative integration of the product into the event itself.

When the appropriate sponsorship event was chosen, a media content analysis on general

trends in communicating sponsors and supports of the event was carried out proving that in

order to be mentioned Ergorapido has to be included in the title of the event.

Strategy

Goals set in PR plan for 2009

- Increase awareness on Ergorapido among potential clients and sales of the

product

- Involve at least 5 celebrities in communication on Ergorapido

- Reach AVE result of 50 points in September, October

Target groups

- Men – over 30, high income

- Families – especially mothers with small children

- Celebrities

Strategic approach

- To associate Ergorapido with a well known and loved brand in Latvia that has

similar values

- Through practical usage distinguish Ergorapido among other products from

the same range

- Involve celebrities and opinion leaders well known and loved by the people to

communicate on the product

Execution

- Sponsorship of annual music and art festival „Bildes 2009” was chosen as

the main channel due it’s strong traditions and reputation, as well due to

product integration possibilities. Ergorapido brand was included in the title of

the art exhibition and visually integrated in the logo of the festival;

- Key success of the whole campaign was that Ergorapido was chosen as the

„raw material” for art objects musicians and artists create over „Bildes”

summer camp. Since it was the first time when functioning household

applience was chosen for Bilde’s art objects, media and artists were quite

excited and it certainly grabbed extra attention. As well as gave added value

to the brand itself.

- 30 art objects were created from Ergorapidos by well known artists and

musicians and exhibited during the festival and in one of the largest

shopping malls in Riga.

- During concerts a tailor-made dance show was prepared with Ergorapidos

and 5 modern house-wifes; the dance act was based on the famous video of

„I want to break free” by Queen, where Freddy Mercury was using an

„ancestor” of Ergorapido;

- A week before the festival Ergorapidos were given to all hosts of the concerts

so that they would get better feel for them and could use them on stage;

most of hosts voluntary made some fun with Ergorapidos on stage;

- Other integrated communication and marketing activities were carried out

during the festival. For example, all tickets provided a coupon with a discount

for Ergorapido at Electrolux store, during concerts special competition with

Electrolux questions was given, people could vote for their favourite

Ergorapido from the exhibition.

Content management - Linkage to Freddy Mercury and Queen was used to give added value and

ensure positive linkage to the brand;

- Emphasis on the USP of the vacuum cleaner – cordless, goes well with

interior as a design object;

- Story telling approached used – legend of the dust created that has to be

cleaned off of festival before its 25 year anniversary in 2010;

- Additionally to the information on event itself media provided with stories of

how Ergorapidos have become art objects; celebrities giving feedback on the

decoration process of Ergorapidos; even some tips and tricks on „how to do

this at home” provided.

Results

Firstly, a whole new life to 30 Ergorapidos was given due to integration of them in the annual

activity when festival Bilde’s participants decorate objects. Artists had expressed excitement

publically on the opportunity to „play” with a real functional design object and the outcome

was really inspirational.

After the festival taking place in early October sales increased by 5% compared to the

summer of 2010. Sales people gave feed-back on increased awareness on the product in the

stores, some customers had noticed – „ah, this is the cute vacuum cleaner from the Bildes

exhibition”.

More than 30 celebrities, opinion leaders and VIPs had hands-on-experience using and

decorating Ergorapido. Some of them asked the organizers of the festival to give their art

object as a present to be used at home, ensuring ongoing buzz.

Media analysis showed a wide coverage of Ergorapidos as art objects in national media –

AVE for Electrolux increased over 70 points being the highest in the whole year. 95% articles

on the festival contained reference to Ergorapido and Electrolux Latvia; moreover, in 30% of

publications photos of decorated Ergorapidos were used as the visual material for the article.

Latvian project was also covered on the global intranet of Electrolux group as a good-praxis

for communicating and positioning Ergorapido.

Musicians and artists getting their hands on Ergorapidos at the annual Bildes summer camp

Ergorapido vacuum cleanerconquers music festival Bildes 2009

The new life of Ergorapidos – 30 art objects created

Demand for Ergorapido increased by 5% after Bildes 2009 compared to summer

5%

Festival Bildes and Ergorapido's received wide publicity