Indesit Party Laundrette
The challenge
Ask any 18-30 year-old how exciting they find washing machines and you’re unlikely to get a very positive response. But for Indesit’s goal of attracting first-time buyers of white goods, it was essential to place the brand at the centre of their conversations.
The solution
Shine created a campaign which reflected Indesit’s core proposition of “We Work, You Play”, recognising that for the key audience of 18-30 year-old consumers white goods need to support rather than interfere with their desired lifestyle.
Picking up on the US craze for “Drink and Dry” – hybrid laundrette-bars that allow visitors to socialise while doing their weekly laundry – Shine created the Indesit Party Laundrette.
The campaign kicked off in social media, where details of the Party Laundrette venue, host and event details were revealed, along with a consumer competition to win kitchen appliances and tickets to the Party Laundrette itself.
The Party Laundrette was created at the Truman Brewery in East London in a 1950s retro style, with rows of gleaming Indesit machines working through loads of washing and kitsch laundromat attendants folding and sorting the laundry. Behind the machines lay the club section where partygoers were served “Spin Cycle” cocktails from a washing machine bar as the DJ stood behind dryer decks to spin the party tunes.
Pop starlet Gabriella Cilmi was selected by Shine as the face of the campaign, hosting a star-studded opening night attended by Paloma Faith, Leigh Francis, Brian Freidman and Konnie Huq.
The results
The Indesit Party Laundrette generated more than 214 pieces of editorial coverage in broadcast, national, consumer and online media, with a reach of more than 54 million. Online tracking showed an increase in positive sentiment of 66% during the duration of the campaign, and the campaign created a community of more than 4,000 fans who remained engaged with the Indesit brand.
What the client thought...
“The performance from Shine in delivering this event was nothing short of brilliant. They completely understood the brief but more importantly the brand, its personality and target audience in delivering an event that challenged the norm and delivered the best return on investment we have ever had. Their attention to detail in getting everything right from concept to build to delivery was excellent keeping us informed all the way through the process. Our brand awareness increased to 88% up from 78% and brand consideration (consumers who would consider buying Indesit before they went into stores) rose from 15% to 20%.”
Ian Moverley, Brand Director, Indesit Company