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Electrolux – Art at Home- Palais de Tokyo
Brief
Electrolux is well known in its native Scandinavia and the UK, but it was previously known as Arthur Martin in France. It needed to establish its name and reputation for quality kitchen and household appliances in the most demanding culinary country in the world as well as make white goods seem attractive in a unique and creative way.
Strategy
The concept was to move away from just 'talking' about the lifestyle attributes of the Electrolux products which actually accompany us in our daily lives but to actually deliver them for real and therefore make them believable and link them to beautiful experiences for a French audience. The aim was to bring to life Electrolux's white goods in a real and desired setting through an amazing confluence of art, architecture and food at the Palais de Tokyo museum in Paris.
Execution
To support this year long campaign LBi created ‘Art Home’ with French agency Vaudoo.
Art Home is a story of a common ambition brought together to create unforgettable experience around food. Electrolux together with the contemporary art centre Palais de Tokyo, joined forces with artist Laurent Grasso and culinary director Gilles Stassart to start a new journey around culinary art.
The restaurant seats 12 people for dinner at any one time and is intimately cased within a glass dome on the top of the Palais de Tokyo. The chef at Art Home Gilles Stassart changes his menu daily, with no two experiences being alike. His passion and expression is reflected in the site formed, of one long page which changes daily. This unique dining experience (which is like no other), is accessible and affordable to everyone, and brings the Electrolux brand to life. It shows that Electrolux products can make a wonderful experience. Cooking workshops are also available within the Palais de Tokyo where consumers can learn how to create amazing food experiences with a resident chef, whilst using Electrolux products. With the experience in place, the use of specialist media activities and a dynamic web site take the experience out to the web at large. This project is all about conversations. Consumers can find out about the concept via twitter, social networks and word of mouth, then they are pointed to the website to book. On offer are free tours at the Palais De Tokyo where they can take in the experience and the concept. For every day that Art Home is open a new page will be created. Visitors are encouraged to photograph, tweet and video their experiences, sharing content on Flickr, You Tube and Twitter. This user generated content is also pulled into the site and changes daily, reinforcing Electrolux’s ‘tools for self-expression’. Users can how the individual experiences differ from each and every day. At the end of Art Home there will be a digital record of each and every daily experience.
Results
Within the first 2 months of going live, the site received 1,500 transactions, resulting in over 4,000 people attending the lunch, dinner or workshops. On the http://twitter.com/ArtHomeParis Twitter account, there are so far 300 followers which has exceeded the estimated target of 200 by the end of 2009. And a 132 user generated photos have been uploaded onto the campaign Flickr group.
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