Zanussi’s ‘Take an Italian Model home with you’ retailer and consumer incentives

Zanussi’s sexy, exciting new campaign ‘Take an Italian Model’ home with you represents a new strategy for the brand. The first phase launched in July with the start of the hunt for the next ‘hot’ Italian model to become the new face of Zanussi, with online work and a competition in Look magazine. Targeting social networking-savvy 20-to 40-year-olds with an interest in iconic, functional and accessible Italian brands, the concept was built around a double play of a catwalk / appliance model. In August ‘Antonio’ was voted as the face of Zanussi and has begun a European city tour as a hot new celebrity, as well as having his own Facebook and Twitter pages (http://www.facebook.com/pages/Hot-Italian-Model/117087188791 & https://twitter.com/hotitalianmodel ).

The final phase of the campaign launched in September takes Antonio in-store. As the face of Zanussi, he has been turned into a Hupon, the first ‘human coupon’. The Hupon is life-sized and is a true first in a category not renowned for stand-out creativity. Lifesize Hupons are being distributed through hit squads in selected city centres and retail parks, with mini versions via participating stores’ POS . Upon redemption of the Hupon, purchasers of Zanussi products can receive £100 off a 2 night Italian city break*.

Anna Cox, Marketing Manager at Electrolux comments “We are delighted with the response to the campaign so far, and we have already seen evidence that it is helping to re-energise the Zanussi brand. With our strategy to drive in store traffic now underway, we are confident that retailers will see a growth in opportunities to sell Zanussi. Indeed after our first two hit squad campaigns this weekend, we were already getting feedback that consumers had made a purchase in order to redeem their hupon!

There is also a no purchase necessary competition for all with the opportunity to win another iconic Italian model -the Fiat 500. The Hupon will run/be valid until the end of November.

This month Point of Sale is being distributed to participating stores and 70,000 hupons with incentives to purchase are available to consumers. The Zanussi Microsite www.hotitalianmodel.co.uk is live keeping avid Antonio followers up to date with his latest activities.

For every £150 worth of Zanussi products sold (between 1 st Sept and 20 th November), retailers can enter into a prize draw for one of 25 fabulous prizes including a Ferrari track day for four. There will also be prizes for the best in store Zanussi displays. For more information please contact your Zanussi sales representative.