The four-month campaign is aimed at strengthening the association between Zanussi's dishwashers and washing machines, and Italian quality and design, via a competition to find a new Italian model.
Eulogy associate director Katy Evans said: 'Associating white goods with a model search is quite a daring approach for an appliance manufacturer. We hope it¹s going to engage women¹s interest and bring the brand to life.
White goods can often come up with quite bland campaigns.' Eulogy's work will include a search for this season's hottest Italian model to become the face of Zanussi, as well as experiential activity to reach
young, fashion-conscious women.
PR activity will be focused on supporting an integrated campaign comprising a website, point-of-sale materials, guerrilla activity and promotional incentives around the new brand theme 'Take an Italian model home'.
Eulogy will be working with marketing agency Tequila, which is leading the integrated campaign for Zanussi.