expanding communication with Electrolux in Bulgaria

the challenge

The global leader in home and commercial appliances, Electrolux, relies on Action Bulgaria for the communications of both brands, Electrolux and AEG, in the local market. Action has been working with the company for more than 10 years, becoming a reliable partner in b2c communication, positioning the company’s brands as pioneers and innovators, and the best-in-class when it comes to high-tech products. For several years, Action Bulgaria has been assisting Electrolux with numerous services, including press office and event management. Action provides full digital support for Electrolux and AEG, including website content management and customer-related marketing for both brands, social media content creation and community management for AEG (Facebook and Instagram), and influencer relations.

Action also introduced to the company the Bulgarian celebrity Chef, Andre Tokev – the only chef in Bulgaria awarded with the Global MasterChef degree – who has acted as brand ambassador for AEG and Electrolux for over five years.

Action was recently tasked with was the launch of the brand’s high-tech steam ovens. The agency needed to create an engaging campaign that would resonate with consumers and drive media interest.

our approach

Action devised a creative concept called ‘Electrolux’s Secret Ingredient’ and implemented a media driven campaign that was centred around an event. Key media were invited to the Hilton hotel in Sofia, where journalists were treated to a special meal created by Chef Tokev. He demonstrated the “secret ingredient” necessary for preparing healthy gourmet food – the Electrolux steam oven – working his magic in a special mobile kitchen as he showed off the cutting-edge technology, while preparing and presenting a select gourmet menu.