CAMPAIGN: Electrolux promotes healthy competition

For the past five years the goods and electronics firm Electrolux has run an industrial design competition for students called Design Lab.

CAMPAIGN: Electrolux promotes healthy competition
CAMPAIGN: Electrolux promotes healthy competition

Campaign: Design Lab
Client: Electrolux
PR Team: In-house
Timescale: April 2006-April 2007
Budget: Undisclosed

Topical issues are used as the focus for some of the competitions with 2006's event calling on entrants to design a product linked with healthy eating. 

Objectives
To promote the competition among design students. To attract entrants from around the world. To position the firm as an employer that is committed to innovative design.

Strategy and plan
The competition’s launch in spring, the judging process and the announcement of the winner in November were all used as triggers for live events, media relations and online advertising.

Each year a website is created to guide entrants through the competition process, and online journalists and design-focused blogging sites were targeted. Journalists were also invited to watch shortlisted entrants show off their designs to the jury.

Around 120 journalists attended the award ceremony in November in Barcelona. Istanbul student Metin Kaplan won first prize for his design of a multi-tiered lunch box that keeps different courses of a meal hot or cold.

Measurement and evaluation

The 2006 event created around 385 articles from May 2006 to March 2007. Channel 4’s design programme Grand Designs also featured entrants.

Results
Entries were shown at this year’s Grand Designs Live Exhibition in London in June as well as at Birmingham NEC in October. Two finalists are now employed as designers by Electrolux.

Sarah Woods, senior reporter at Design Week, says the campaign tapped into an increasing emphasis across the industry on professional development and training.

‘It is a good idea to give students experience of competition,’ she explains. ‘Increasingly, employers are saying that sitting behind a desk is not enough, so it is important students get the chance to take part in something practical like this.’

 

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.