Image - 10 March 2013

Electrolux is 'emotionalizing' its brand to strengthen ties with customers, says Tom Astin, PR Head at Electrolux Europe

With its widely acclaimed The Cube 'pop-up' restaurant concept, Electrolux is raising the bar for marketing, emotionalizing its brand and forging stronger ties with professional chefs, says Tom Astin, PR Manager Electrolux Europe, Middle East and Africa. "It's all about context and the experience," he told senior marketers who joined IAA Sweden and Open Communications for a seminar early March.

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David Gray

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Gunilla Lundström

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Electrolux and Volontaire to share secrets of “experiential marketing” on The Cube project at IAA Sweden event, Open Communications announces.

To connect more deeply with customers, many international brands are turning to “experiential marketing” – a more holistic way of building likability and creating buzz. One good example is Electrolux, which launched The Cube concept in 17 European capitals – a “pop-up” restaurant to celebrate 90 years in the kitchen. On March 6, Electrolux and Volontaire will tell us more about this growing trend.

Open Communications challenges Hyper Island students to reinvent brand storytelling for the digital age

In today’s fragmented digital landscape, it’s easy to see why companies are struggling to tell their brand stories in honest, engaging and coherent ways. Should brands co-create content with consumers and morph into whatever people want them to be, or keep a tighter grip over their brand experiences? How do you strike the balance between control and collaboration?

We help international brands tell their stories and succeed across borders.

Open is a brand and communications agency that focuses on complex international projects with the aim to be a strategic partner in growing brands and businesses across borders.

We combine insightful strategic thinking, Scandinavian design and emotional storytelling to activate brand experiences across a range of channels. As part of Digitalist Group we have a broad range of tools.