Humo Rojo developed for Eslabón de Lujo the campaign “Enter your life”, which is based on simplicity and powerful insight for the relaunch of the brand in Argentina.
The campaign is made up of audiovisual pieces, actions with influencers, social media, digital paid media and BTL activations in retail.
Regarding this, Tata Varela, General Director of Humo Rojo, assured: “This campaign gives meaning to the term insightful. Arriving at a person’s house and being able to open his refrigerator is to spy on his life and define his personality. At the same time, Eslabón de Lujo offers excellent compensation at a differential price and allows us to enter the homes of those who buy their first refrigerator or need a value-for-money product”.
Alejandra González, digital brand & CMI-Marketing Manager at Whirlpool, added: “The concept “Enter your life” has the power to speak about the relationship between people and the role they give their refrigerators in their day by day, not only functionally, but also emotionally, which is coherently complemented with the value proposition of Eslabón de Lujo. This mix allowed us to minimize risks and reduce launch uncertainty to zero. The results are visible: engagement, empathy with the brand and sales results”.
For his part, Joaquín Fernández, partner and DGC of the agency, gave his opinion on this new challenge for Humo Rojo: “Brands are a big part of our worlds. They have been since we were very young. And some, like Eslabón de Lujo, are lucky enough to stay and occupy a very important place in our lives. Therefore, when we have the opportunity to revalue them with simple concepts, with solid promises from their execution, with a consistent campaign on all platforms, we can ensure that everything that reaches people, whether it is a song, content or a experience at the point of sale, enter forever”.
Complete Note: Latinspots
