FashionCare

Client

Electrolux

Year

2018

Location

Australia

Agency

Ogilvy Singapore

For a brand claiming to protect clothes from fading, Electrolux, a washing machine brand faced the threat of fading away from consumers’ minds across key markets in the region. So we took a bold stand – while any brand can wash clothes, only Electrolux can be trusted with fashion. Instead of following the functionality – and price-driven communication norms of the white goods category, we spoke to our consumers in a way that no laundry brand had ever done before all through the power of social and content.

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