In 2004 Great Works Stockholm lost a 1-day pitch for introducing the next generation internet fridge. Great Works might have lost the pitch but 150 projects later we can safely say that we won their hearts. Today, Great Works is Electrolux global strategic partner for all things digital.
Electrolux is a world-leading manufacturer of appliances and equipment for both home and professional use. Products include refrigerators, dishwashers, washing machines, vacuum cleaners and cookers sold under brands such as Electrolux, AEG-Electrolux, Eureka and Frigidaire. Because you only buy most Electrolux products every 10-years or so, the brand is not perceived as being part of peoples every day lives. One of the big challenges for Electrolux and Great Works has been to build this every day relationship between the brand and its consumers. And thinking of it, the products are actually really integrated into people’s lives and most people depend on them to work. Without the products you wouldn’t be able to shine in the kitchen. Right?
PLATFORMS RATHER THAN CAMPAIGNS
How could we provide digital services that leverage this fact?
First of all, we believe in adding real value. Together with Electrolux, Great Works has built a number of digital platforms that help Electrolux customers have a better relationship with their products. For example, we have developed the Dinner Explorer, a pan-European, interactive cookbook, that goes beyond the recipes.
The idea is to give every day various dinner themes. Starting off, we are providing the themes but over time users will add their own themes, creating a huge database of Europe’s best themes for dinner parties. A tool that, together with Electrolux products, allows people to be explorative and bold in the kitchen.
AN EXPERIENCE THAT GOES ALL THE WAY
But Great Works scope of work goes further than this. For Electrolux, digital is the hub of the entire Electrolux brand experience and the only platform where we can impact the entire path to purchase. This means we need to understand everything from building long term relationships to helping consumers make the right choice at price comparison websites and work actively on activities that stimulate Search Engine Optimization.
The relationship with Electrolux is really stimulating for us at Great Works. Not only do we get to work with a company that shares our passion for innovation. We get to develop tools and services that we want to use ourselves. There are more than a couple of devoted home chefs within the company.