If you are passing through Congonhas Airport, in São Paulo (SP), starting this Tuesday (7), you will be able to check out the new line of ovens and stoves from Electroluxthe brand that sells the most household appliances in Brazil, and smell the unmistakable smell of fresh bread, crunchy on the outside and soft on the inside, in an unprecedented sensorial action for the brand.
The action was designed by the agency DPZ produced by WFerrari. The LED tunnel with personalized ambient diffuser technology allows the 60,000 daily passengers who pass through the airport located in the metropolis to smell the smell created especially by Bizsys and awaken the desire to have the product at home to prepare and enjoy their own recipe, until May 13th. Those who check out the action in person will also have access to a QR code with up to 30% off on electronics.
The out-of-home media project is part of the campaign ‘Whoever chooses to live in a better world, doesn’t throw anything away’, which invites consumers to rethink their habits with the aim of engaging them to reuse food more. In the new film, mother and son are in a fun dialogue that makes us think about how we consume food on a daily basis and how Electrolux oven and stove technologies help to regenerate food through steam.
“Casa Bem Vivida has real moments and environments designed especially to bring out the best in each family. The smell of fresh, crispy bread, even the next day, in addition to being pleasant, brings an experience of sustainability, avoiding food waste. This is what Electrolux wants to provide for consumers’ daily lives. Awakening this olfactory sense at the Airport, when people are traveling, is part of a strategy to impact consumers in different ways, thinking about a complete delivery, like our portfolio”, comments Isabella Maimone, Latam Marketing Manager at Electrolux.
Among the exclusive technologies of the oven that will be designed are VaporBake which, through cooking with steam, returns flavor and texture to food, leaving everything tastier and crispier, without drying it out. The ovens also have the exclusive PerfectCook360 function, which was designed to bring more agility to preparations, optimizing the consumer’s time, as it better retains heat inside the fully sealed cavity that prevents heat from escaping and convection that distributes heat throughout every corner, preparing recipes up to 33% faster and baking everything evenly. The new ovens also have an AirFry function, which allows the preparation of 4x larger portions, for the whole family, with savings and sustainability, by avoiding the disposal of up to 27L² of oil per year in nature.
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