Electrolux.Rent a Laundry Room.

Electrolux Professional wanted to develop a more data driven and business focused communication strategy targeting housing cooperatives in Sweden. Insights from a previous CRM activation showed strong interest in renting laundry equipment instead of purchasing it outright.

The objective was to turn customer insights into qualified leads through a communication concept that made a complex and unfamiliar offer simple, trustworthy and relevant for decision makers.

Based on the insight that the target audience was driven more by financial predictability and simplicity than technical specifications, the campaign concept “Renting a Laundry Room, Is That Possible?” was developed.

The communication focused on three key benefits:
• preserved liquidity
• full service included
• lower energy consumption

The campaign was executed as an integrated ecosystem including CRM flows, landing pages, Meta advertising, Google Ads, SEO and sales material. Messaging was adapted for different stages of the customer journey, from awareness to conversion, while maintaining a clear and consistent narrative across all channels.

The campaign created a strong connection between CRM insights, performance marketing and sales. By building communication around real customer needs, Electrolux Professional increased relevance, improved lead quality and strengthened its position as a long term partner for housing cooperatives.

The project also established a scalable communication model combining educational content with conversion driven marketing across multiple channels.

Link
Rent laundry room or machines for housing associations