Title	SHIPPED FRESH
Brand	ELECTROLUX
Product/Service	PERFECTCARE
Category	D05. Cultural Insight
Entrant	ELECTROLUX Stockholm, SWEDEN
Idea Creation	ISOBAR SWEDEN Stockholm, SWEDEN
PR	ISOBAR SWEDEN Stockholm, SWEDEN
Production	ISOBAR SWEDEN Stockholm, SWEDEN
Production 2	NEW NEW Stockholm, SWEDEN
Production 3	BILD GATES Stockholm, SWEDEN

Name	Company	Position
Erik Olsson	Isobar Sweden	Art Director
Paul Martinsson	Isobar Sweden	Copywriter
Martin Petersson	Isobar Sweden	Account Manager
Nikolaj Alepliotis	Isobar Sweden	Account Manager
Helena Garcia	Isobar Sweden	Motion designer
Rasmus Wimby	Isobar Sweden	Music
Anna Strömberg	Isobar Sweden	Designer

Background

Electrolux's target audience is interested in living a more sustainable life, but often life itself gets in the way. As a result, many try to make small, everyday changes to lessen their carbon footprint. Vintage/second-hand shopping is a growing trend. The global second-hand market will likely grow 15% to 20% annually. Second-hand apparel, footwear, and accessories represent $30 billion to $40 billion in value worldwide. Our objective was to: · Strengthen the consumer’s view of Electrolux as a player within sustainability and human centricity . · Strengthen attributes ”sustainability” & ”premiumness”. · Create and lead conversations which improves the way we treat clothes .

Describe the creative idea (30% of vote)

Together with Sweden's largest online fashion reseller Sellpy, we set up the world's first washing service for second-hand clothing. A selection of 2000 garments sold on Sellpy.com was pre-washed in an Electrolux Perfect Care washing machine using 30% less water than a regular washer before being Shipped Fresh. In addition, each parcel contained updated washing instructions and highlights from Electrolux´s report "The truth about laundry." With our e-commerce innovation, we lowered the barriers for all newbies to second-hand. And enhanced the shopping experience for more seasoned fashionistas. Making Electrolux garment care a crucial part of the sustainable fashion eco-system. Inspiring everyone to look fab in fresh old clothes and continuing the fight for sustainable fashion by prolonging the life of their bought garments.

Describe the strategy (20% of vote)

Electrolux target audience is very interested in clothes; 71% claim it's important to be well-dressed. They see vintage shopping as a possibility of combining their interest in style and fashion with sustainability. But find vintage and second-hand clothes unhygienic. Our strategy focused on combining our target audience's interest in everyday sustainability and fashion with garment care, second-hand clothing and Vintage fashion. And see Electrolux as a sustainability enabler by solving their main barrier, making pre-owned clothes feel as good as new.

Describe the execution (20% of vote)

In close collaboration with Sellpy.com we installed five Electrolux PerfectCare washers and dryers in Sellpy´s warehouse. We then carefully selected and washed more than 2000 pieces of clothing during a 1-month campaign period. We created a shop-in-shop solution on Sellpy.com that brought forth the initiative and Electrolux´s sustainability efforts and how the washing machines features can play a crucial part in lowering your climate impact. Each garment was Shipped Fresh in a custom-made delivery bag that highlighted the partnership between Electrolux and Sellpy and sustainable shopping. We bought ads on Social Media to create buzz and drive traffic to Sellpy.com. And we delved deeper on the subject of sustainability in relation to garment care on Electrolux.com. The clothes in the collaboration were on sale in June of 2021.

List the results (30% of vote)

The collaboration was live on Sellpy.com for one month in the summer of 2021, during which we sold out 2000 washed garments. 88% of the customers visiting our shop-in-shop were new visitors to Sellpy, broadening the target audience. · 2000 garments washed and sold. Selling out the collaboration. · 88% were new visitors to Sellpy.se/electrolux during the campaign period. “The collaboration with Electrolux has created added value for our customers and helped us convey the importance of buying more second-hand and extending the life of their garments. We are exploring the possibilities of whether this innovation can be part of our permanent offer.” – Gustav Wessman, Chief Commercial Officer Sellpy

Please tell us about the cultural insight that inspired the work

Swedish consumers are very aware of the looming environmental disaster and want to act and shop responsibly, as a result, second-hand shopping is on the rise. The problem is that many consumers find second-hand and vintage unhygienic. They talk the talk but don't always walk the walk when it comes to shopping (second-hand) clothes. By integrating the washer in the customer journey at Sellpy.com, we solved a hurdle for Electrolux target group to try out second-hand shopping. And we delivered a premium service for avid vintage lovers already shopping at Sellpy. Each great smelling, freshly shipped garment, turned into a demo of the machine's capabilities. Making Electrolux an enabler for everyday sustainability and garment care. And giving Sellpy a chance to try out a new service for all their customers.