The well-known international brand Electrolux had been producing some models of washing machines in Ukraine since 2010, but a serious mistrust of Ukrainian-produced machines threatened the company’s survival. The problem they face was illustrated by the fact that sales of imported machines were 10 times greater than sales of Ukrainian-made machines.
The company fared no better in the wave of patriotism after the 2014 revolution when, contrary to expectations, people did not begin to massively buy Ukrainian-made goods, continuing to consider them of lower quality than imported ones.
The inspiration for our solution was based on the idea that a good weapon against an established stereotype is another strong and established stereotype. Most people in post-Soviet societies believe that the goods we produce for export are of much better quality than the ones produced at home. We compared typical responses of Ukrainians about Ukrainian technology with real picture at the Electrolux plant, which completely contradicted these preconceived ideas. While Ukrainians spoke about poor quality, Electrolux washing machines are built, packed, and sent to homes in Europe and abroad to as many as 15 countries of the world!
The company ranked No.1 for total sales in December 2014 and sales stayed strong long enough after the campaign.
- Development and implementation of integrated communications strategies, CSR programs
- Media, analytics, strategic planning and strategy implementation
- Anti-crisis support, reputation management
- Communications management in time of business transformation and changes
- Representation in international media projects
- SMM-strategy, development and implementation of communications programs
- Partnership programs with opinion leaders & bloggers
PLEON Talan is a full-service PR & Public Affairs agency that provides consulting services for the development and implementation of complex communications solutions, PR strategies, and reputation management.
PLEON Talan in Ukraine has been exclusively representing the international communications network Ketchum, the trendsetter in the field of communications consulting with a successful mentorship and leadership in PR for more than 90 years worldwide, and 11 years in the domestic market– under the brand PLEON Talan.
2011-2012 — Effie Awards Ukraine (the most effective agency of marketing services in Ukraine)
2006-2011 — the most creative agency of Ukraine according to the AAC rating
2013-2015 — the most creative agency of Ukraine according to the AAC rating
2015-2017 — the best advertising campaigns and creative use of media in Ukraine according to the AAC rating
Ketchum is a leading communications company with operations in more than 70 countries across six continents. The winner of 45 Cannes Lions and an unprecedented sixth PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver outstanding results in strategic programming with creative approach and measurable results that build brands and reputations. For more information about Ketchum, a part of Omnicom Public Relations Group, visit www.ketchum.com.
Omnicom Public Relations Group is a global group of the three top public relations agencies and specialist agencies working in public affairs, marketing to women, fashion, global health strategy, and corporate social responsibility. It encompasses more than 6,000 PR professionals in more than 330 offices around the world to provide their expertise to companies, government agencies, NGOs and non-profit organizations across a wide range of industries. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. that includes more than 200 companies from the marketing industry offering services in advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding, and research.
- Consumer engagement platforms
- Promo and loyalty сampaigns
- CRM, Direct mailing
- Expertise in luxury segment
- Trade marketing
Talan Communications is an agency of creative marketing services. It implements integrated marketing projects using effective non-media solutions, and ranked highly in the competition for "Advertiser's Choice-2016" and "Marketing Agency of 2016".