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 to present a technologically advanced product in a clear and experiential way, to create a moment of proximity with customers and partners, to reinforce Electrolux Professional’s position as a benchmark for innovation in the HORECA channel and to 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.
The strategy was based on creating an exclusive event for customers and partners, held in an emblematic location in Lisbon and aligned with the brand’s positioning, including the selection of a professional space fully equipped with Electrolux Professional solutions, allowing a real demonstration of the capabilities of the Skyline range.
The event included a live cooking demonstration with the participation of two invited Italian chefs, who presented the main features of the range, highlighting the technological innovation applied to the professional kitchen.
An informal and relational atmosphere was also created, with tastings, lunch and moments of direct interaction between the brand, experts and guests, complemented by the introduction of an additional 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
The results showed a high level of participation and involvement from guests throughout the event, helping to reinforce Electrolux Professional’s position as a leading brand in the HORECA channel, associated with innovation and proximity to the customer.
There was also a strong appreciation of the new Skyline range as a response to the current challenges facing professional kitchens, complemented by very positive results in the satisfaction survey carried out among the 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.