To freshen up communications for washers
and dryers SensoCare
THE CHALLENGE
Gorenje launched the SensoCare line in 2014. After two years, the communications for the line needed to be freshened up in order to once again highlight the advantages of the SensoCare technology and promote sales in a way that was interesting to the user. When designing creative solutions we relied on the corporate philosophy of Gorenje: Life simplified.
TARGET GROUP
We live different roles every day
With the communication we addressed the active women of the middle and upper income brackets. Due to their many obligations and a dynamic lifestyle they have to handle a variety of tasks in a variety of environments on a daily basis.
STRATEGY
Men do laundry, too
Laundry is stereotypically a woman’s chore. When refreshing the communications for the SensoCare line we decided on the approach of the “new normal” and moved away from the stereotypical image of a woman doing laundry – we placed a man, who also diligently does the chore, next to the washing machine. With this we subtly indicated that using the SensoCare washing machines and dryers is really very simple. So simple a man can do it. By shifting the domain of laundry to the man’s side we got even closer to the overworked woman who has to do chores at home in addition to a busy schedule at work.
SOLUTIONS
One – For everything you are
Figuratively speaking, we perform different roles every day. If we want to be successful doing that, we need a freshly laundered “costume” for each of the roles. We therefore visualised the busy schedules of various everyday chores by showing the same person in different outfits. By using a man as the main character we shattered the stereotypes of a man who does not do laundry.
Video advices
In line with the times and modern trends, we presented advice for simplifying doing laundry in the form of short videos. We used the videos to supplement the content part of the online presentation of the appliances and for communication on social media.
Toolbox
For the needs of communicating on different markets we developed all the communication tools that can be adjusted and used as needed on each market.
