Campaign to Activation
ELECTROLUXTransforming a global campaign into a scalable activation framework across Europe.
OVERVIEW
The global campaign, developed by Electrolux's creative agency, introduced the SaphirMatt® story through TV and brand communication.
Our responsibility was to extend that creative direction into retail and e-commerce by developing a toolkit of adaptable assets that markets could use across different store formats while maintaining a consistent premium experience.
THE CHALLENGE
A global campaign creates awareness, but customers often make their final purchasing decision in-store or online.
The challenge was to ensure that the visual language, messaging and premium feel from the campaign remained consistent across every retail touchpoint while giving local markets the flexibility to adapt assets to their own formats.
My ROLE
Project Lead
Creative Direction
Design
Stakeholder Management
Retail Activation Strategy
CLIENT & YEAR
ELECTROLUX - 2025
From Concept to Reality
The activation concept was delivered as adaptable assets that local markets could implement across different store formats.
While each market adjusted layouts and formats to fit local requirements, the overall visual identity and messaging remained consistent with the global campaign.
THE CHALLENGE
We started by identifying the campaign's core creative principles and defining what needed to remain consistent across every customer touchpoint.
Using those principles as our foundation, we developed a scalable retail concept that connected physical stores and e-commerce while allowing local markets the flexibility to adapt executions to their own environments.
Through close collaboration with Electrolux and local stakeholders, we iterated on the concept to ensure every execution felt like part of one cohesive launch experience.
ELON store in Stockholm
OUTCOME
The project created a consistent customer experience between campaign, retail and e-commerce, helping strengthen the product launch across multiple international markets.
It also established a scalable framework that markets could adapt while maintaining a unified brand experience.