INTRODUCTION
BE Ideas has developed a communications consultancy and organization of a B2B event for Comecathe Portuguese representative of Electrolux Professionalwith the aim of supporting the launch of the new Skylinerange to the national market.
The project focused on presenting the technological innovation of the new product line and reinforcing the brand’s positioning in the HORECAchannel, with customers, partners and decision-makers.
CHALLENGE
Comeca needed to introduce the Portuguese market to the new Skyline range from Electrolux Professionalrange, highlighting its technological differentials, the innovation applied to professional kitchens and the response to current challenges in the sector, such as operational efficiency, environmental sustainability and working conditions.
The challenge was:
- present a technologically advanced product in a clear and experiential way
- create a moment of closeness with customers and partners
- reinforce Electrolux Professional’s position as a benchmark for innovation in the HORECA channel
- generate involvement and notoriety among a demanding professional public
COMMUNICATION AND EVENT STRATEGY
BE Ideas devised a strategy based on an experiential product launch eventintegrating communication, technical demonstration and stakeholder relations.
Main axes of the strategy:
- Creation of an exclusive event for clients and partners, in an emblematic location in Lisbon, in line with the brand’s positioning
- Selection of a professional space fully equipped with Electrolux Professional solutions, allowing a real demonstration of the capabilities of the Skyline range
- Organization of a live cooking demonstration with the participation of two invited Italian chefs, who had come on purpose to present the new range
- Presentation of the main features of the Skyline line, with emphasis on:
- technological innovation applied to the professional kitchen
- energy efficiency and sustainability
- improving working conditions
- integrating artificial intelligence into processes
- Creation of an informal and relational atmosphere, with tastings, lunch and moments of direct interaction between the brand, experts and guests.
- Introduction of a complementary product (Panini), through a practical demonstration that showed speed, efficiency and ease of use
This approach made it possible to transform the product launch into a moment of strategic communication and brand experience.
RESULTS ACHIEVED
- High participation and involvement of guests throughout the event
- Strengthening Electrolux Professional’s position as a leading brand in the HORECA channel, associated with innovation and proximity to the customer
- Strong emphasis on the new Skyline range as a response to the current challenges facing professional kitchens
- Very positive results in the satisfaction survey of participants
This project demonstrates BE Ideas’ experience in B2B communication, product launches and the organization of strategic events, geared towards brand awareness, relationships and positioning in professional markets.