Challenge the expected ... AEG takes on the challenge

‘Challenge the expected’. That’s the theme of AEG’s new spring campaign. Just like last year, we spread the news to retailers and consumers with promotional material for stores, TV and online. The right ingredients for sales success.

Cross-media campaign

Expectations are there to be exceeded. ‘Challenge the expected’ is meat and drink to cooks in an AEG kitchen. This spring we took up the gauntlet, delivering the cross-media rollout of the latest promotional campaign to dealers and consumers in Belgium.

Boosting sales in style

The stars of the promotional campaigns were the SteamPro steam oven, the SensePro induction hub and the induction hub with FlexiBridge. To boost sales, anyone buying one of these appliances from an Electrolux dealer also took home some convenient gifts. And we’re not just talking about a gorgeous cookbook.

In-store and e-mail promotion

We started by telling stores about the new spring campaign in a direct mail shot. It included a brochure detailing the promotions their customers could look forward to. We also sent them the in-store promotional material, such as wobblers, a tear-off notepad and stickers. Perfect for nudging customers towards a purchase. We took responsibility for the production and handling of all dealer communications. We also sent out an email reminder with a link to a promotional retail video. So both readers and viewers were covered.

Flavoursome retail videos to order

AEG has adopted a new (visual) communication style for its cooking, cleaning and washing solutions. To spread the news to retail we prepared various commercials tailored to the target media. Our video department also provided the voiceovers in Dutch and French.

Direct to consumer

We pulled out all the stops to turn consumers on to the AEG promotions. We made a TV commercial and accompanying short videos for targeted advertising on YouTube and other social media. In all tools, including the online banners, we challenged consumers to push their boundaries and choose AEG’s induction and steam kitchen appliances. We ensured they felt supported in every stage of the customer journey.

Online bannering in the mix

But that’s not all: AEG also ran a high-impact online campaign. We designed dozens of HTML5 banners and GIF animations in various shapes and sizes. The customer was served up the appropriate message based on the point she had reached on her journey (consideration or selection phase). Whatever it takes to drive conversion.