Electrolux launched Global Design, their new line of home appliances, in February 2007. A traditional product presentation lead by the company itself wouldn’t be enough to drag in 350 busy executives. A new kind of event and invitation was needed.
Electrolux was not the one to invite our guests. It was a famous TV host who did so through a friendly fictional TV channel, Global Design TV. When they arrived at the Congress Palace, they discovered a complete TV studio where an Electrolux-themed magazine program took place. No boring slides, no corporate speeches. Just friendly interviews and a live comedy performed on stage by four famous TV celebrities.
“It was different and new, surprising. Not only did we manage to get so many managers to attend our presentation, we were also amazed by how the new line was perceived by the attendees.”
José Ramón Valle
Marketing Director, Electrolux Spain
CORPORATE EVENT AWARDS (US) – GOLD AWARD Best Product Launch
FIP (Latin America) – CRYSTAL GRAND PRIX Corporate Events B2B
PREMIOS ESTRATEGIAS (Spain) – SILVER AWARD Best Event Campaign