Electrolux Launches Branded Content Platform

July 15, 2010

STOCKHOLM — HUGE launches Perfunkt, an innovative new marketing platform driven by branded content that promotes Electrolux’s dedication to constant enhancement. Electrolux came to HUGE Stockholm with a unique challenge: to create ongoing engagement with consumers who buy an AEG/Electrolux home appliance on average once every seven years.

Electrolux consumers all share one value, a need for constant improvement. Perfunkt offers a place for these passionate consumers to learn, share and connect with like-minded people. HUGE pinpointed the most popular home and culinary topics, then travelled the world in search of connoisseurs to produce an exclusive series of videos. Perfunkt features a wealth of content relevant to the AEG brand, with top experts demonstrating how to cook the fluffiest scrambled egg, choose the right cut of meat or steam iron a shirt.

Visitors to the site can challenge these experts, suggesting their own techniques and even uploading their own videos, embarking on their own personal quest to perfect gourmet skills and other household techniques. “Perfunkt overcomes the consumer’s blindness to online advertising, and creates engagement around topics AEG has historically owned and will now reclaim” says HUGE’s Gene Liebel, Partner, User Experience.

HUGE created a long-term engagement strategy that would allow AEG to create meaningful interactions at all levels of the purchase funnel. The site, currently in beta, is already attracting an active dialogue and continues to gain momentum. With Perfunkt, AEG is leading the way in changing how brands interact with consumers online, offering premium content and a daily platform for enhancement. “HUGE has helped us bring our brand attributes to life and be relevant to consumers, even when they are not actively shopping,” said Alex Darwazeh, VP of Marketing for Electrolux in Europe.

HUGE also handles the product and customer service websites for Electrolux brands AEG and Zanussi.

 

 

About Electrolux

Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million products to customers in more than 150 markets every year. The company focuses on innovations that are thoughtfully designed, based on extensive consumer insight, to meet the real needs of consumers and professionals. Electrolux products include refrigerators, dishwashers, washing machines, vacuum cleaners and cookers sold under esteemed brands such as Electrolux, AEG-Electrolux, Eureka and Frigidaire. In 2009, Electrolux had sales of SEK 109 billion and 51,000 employees.

About HUGE HUGE is responsible for core digital strategy and implementation for some of the largest companies and brands in the world. Founded in 1999, the company has evolved a methodology and a culture that combine the most powerful aspects of research, user-centered design, technology and marketing to meet client objectives. The online businesses designed and developed by HUGE generate over $12.3 billion in annual revenue and are visited by more than 150 million visitors each month. The company has over 225 employees in offices in New York, Los Angeles, London and Stockholm. HUGE is part of the Interpublic Group of Companies. For more information, please contact press@hugeinc.com or +1 718 233 3943.