We identified the growing US ‘Drink and Dry’ craze of partying the night away while you get your laundry done. Indesit’s target consumers indexed highly in music and TV interests and are heavily influenced by celebrities.
Building on this ‘Drink and Dry’ craze, we created the Indesit Party Laundrette, hosted by pop starlet Gabriella Cilmi with an exclusive celebrity party. Activity also kicked off the Indesit Facebook page where fans entered competitions, started discussions and posted images of their own parties. They also had the chance to come along to the events, get their undies washed and have a boogie.
Brand awareness increased to 88% from 78% and brand consideration (consumers who would consider buying Indesit before they went into stores) rose from 15% to 20%
“Nothing short of brilliant.”