www.art-home-electrolux.com/en/
The Relationship
In November 2008, following a two month pitch process, an exhausted and elated LBi team became digital and Customer Relationship Management (CRM) agency of record for the appliances giant across the whole of Europe. Winning the business involved CEO Ewen Sturgeon surfing down stairs on an ironing board, our brethren in Copenhagen sleeping rough in the office for weeks, and our Chief Creative Officer Chris Clarke almost missing the birth of his daughter. Isla Electrolux Clarke is doing well, and so is our relationship as we work with our clients to move from a reliance on broadcast to more narrowcast and experiential communications.
The Work
Behind the scenes we're engineering an innovative CRM platform designed to help Electrolux engage in the social web by managing thousands of consumer conversations. In the meantime we've also been working with Electrolux in France and events specialist Vaudoo to bring to life an amazing confluence of art, architecture, and food at the Palais De Tokyo. A dining experience like no other brings the brand to life, whilst social media activities and a dynamic site take the experience out to the web at large. For us, this is a Believable Brand at work. Not talking about the lifestyle attributes of the product, but delivering them for real.
The Outcome
One of our most diverse client engagements where all aspects of our full-service offering come together. What other agency can crack a big marketing idea and build a bespoke booking engine in three weeks? The Palais de Tokyo project is ongoing, but has already delivered incredible reach in France through social media and PR activity.
The Palais De Tokyo site has also been critically acclaimed by our peers as a great piece of design:
Tags: analytics, branding, client, comms, eCRM, electrolux, email marketing, ePr, media, web
LBi nominated for two Webby Awards
That’s right, LBi London has been nominated for two Webby Awards and we’re super excited. So much so we’ve dispensed with the recommended press release template and decided to go all gushy.
Now with a controlling deep breath, here are the details:
Our work with D&AD for the 10th Anniversary of New Blood has been shortlisted in the employment section. The campaign had something of a Marmite effect when it was launched, but as it progressed garnered a lot of support, with over 7,000 pledges. The website featured all the video and photo pledges people in the creative industry, and a preview of work from the students taking part.
The lovely Electrolux ArtHome project as also been shortlisted in the Restaurant category. The website showcases the exclusive restaurant situated at the top of the Palais de Tokyo, which showcases Electrolux appliances through exciting and creative culinary art. Its been a huge success, providing workshops, lunches and dinners to thousands – all coming into close contact with the brand.
Now to borrow from the press pack, the Webby Awards are hailed as the “Internet’s highest honor” by the New York Times, and is the leading international award honoring excellence on the Internet.
As with all Webby nominations, they are put forward to the people’s vote. So please vote by April 29th for D&AD New Blood and for Electrolux ArtHome.
Recent Webby success
We’ve had a previous successes with the Webby Awards over the last few years. In 2009 our work for TES was nominated in the Employment section and in 2006 our work with SONY Playstation for the Official PSP Site (yourpsp.com) won the Consumer Electronics category. Along with numerous Official Honourees including Red Bull Racing, Sony PlayStation, Brahma Beer and BarclayCard.
Our sister agency LBi Stockholm won the Insurance category with Your Own World in 2008 and picked up the People’s Voice award for email marketing for Hello FRA in 2009.
Tags: D&AD, electrolux, Webby
Precious Metal
We are now in the possession of two lovely statuettes from London International Awards, which we gratefully received at yesterday ceremony. We picked up a Bronze for Electrolux Art Home and a Silver for British Red Cross Refugee Week. We’re chuffed. Well done team.
We marvelled at the wingspan of the trophy as we took in a fantastic view of London from the 31st floor of Centre Point – if only my iPhone could take better pictures – you’d see St.Pauls, Gherkin, Tower 42 and Canary Wharf.
Thank you LIA for a great evening.
Tags: award, electrolux, LIA, Red Cross, refugee
zim zimma, who got the keys to my bima
We’re looking for gongs rather than keys to be honest, as we have 4 nominations in the forthcoming BIMA awards.
Online PR: British Red Cross, Refugee Week 2009
Sector – B2C: Electrolux, Palais de Tokyo Art Home
Sector – Charity & not for profit: D&AD New Blood
Sector – Informational: Generation Green
Let’s see how we get on. And apologies to Beenie Man.
Tags: Art Home, BIMA, British Red Cross, D&AD, electrolux, Generation Green, Refugee Week
Unique dining experience with ELECTROLUX
LBi launches a unique dining experience for ELECTROLUX
Electrolux have launched an unique dinning experience at the Palais de Tokyo in Paris, combining art with food. Guest will be able to host dinner parties of up to 12 people, catered for by their resident chef. Opening June 5th, Art Home will run for 12 months and also offer people the opportunity to express themselves at a cookery school below the restaurant, with views of the Eiffel Tower. http://www.art-home-electrolux.com/
Everyone is invited to dine at the Palais de Tokyo although it is expected to quickly become a celeb spot. All bookings will be conducted via the website which has been developed by LBi. Electrolux will also be auctioning some of the tickets via the website to the highest bidders, with the revenues going to charity.
French event agency Vaudoo created the partnership between the Palais de Tokyo and Electrolux. LBi and Vaudoo then teamed up to position Electrolux as a brand that enables consumers to express themselves through the Art Home concept. LBi were responsible for the strategy, user experience, design, ePR, CRM, digital media, mobile and social media elements. This ambitious concept marks a continuing trend for brands to create genuine believable consumer experiences in place of advertising.
Tom Poynter, Client Partner at LBi said “this is a fantastic example of where LBi wishes to engage with brands that embrace digital and have a vision that is aligned with our proposition of “Building Believable Brands” online.”
Tags: branded experience, CRM, eCRM, electrolux, ePr, event, Palais de Tokyo
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