Electrolux opens ‘Café Scandinavia’ social media campaign in Japan

Despite being a well-known brand in many countries, Electrolux has only had minimal brand awareness in Japan. Saatchi & Saatchi Fallon Tokyo won the Electrolux creative account earlier this year and has been tasked with building brand awareness and affinity in the extremely competitive Japanese home appliance market. Electrolux is looking to improve its position against other household name Japanese brands like Panasonic, Hitachi, and Toshiba, as well as international brands such as Dyson.

Gordon Thom, head of Electrolux’s small appliance and floorcare business in Japan, says research has confirmed that Japanese consumers have a high regard for Scandinavian designs, as well as the countries themselves.

Phillip Rubel, CEO of SSF Tokyo told Campaign that this learning led the agency to the creation of a virtual 'Scandinavian Café'. The social media and web creation is the main hub of the brand's integrated campaign.

At the heart of Café Scandinavia is a story of misunderstanding between the café owner and a customer, who is a product manager working for an electronic manufacturer, and writes a blog on Electrolux products. The first episode begins with the owners using Electrolux's Ergo Rapido vacuum cleaner insider the cafe.

In the series of online films set in the café, SSF Tokyo has woven Electrolux products and brand ideals into the story, enabliing the brand to communicate with customers on an ongoing basis, and introduce its existing and future products.

People are able to watch the “she says, he says” film segments, and interact with the key characters' Twitter and Facebook profiles to enhance emotional involvement with the overall campaign.

Rubel said that this is very different from other typical home appliance ad campaigns which often see products being used in a home environment.

Since the site was launched in August, the campaign has received plenty ofsocial media attention, Rubel said. He adds that sales jumped during a summer period that is usually slow, as most people are away for holidays.