One of the two modern model kitchens of the Electrolux Philippines headquarters in Makati. The model presents the company's various products, composed mainly of kitchen appliances. (Photo by WILLY SAW)

Last week, the people at Electrolux Philippines invited a few media members to its Manila headquarters to announce the winners of its promotional campaign, dubbed “Download a Frontload.”  The latter included a blogging competition that focused on consumers’ perspectives about the company’s washing machines, particularly the frontload washer.

The Electrolux office is located on the 25th floor of the Equitable Bank tower along Paseo de Roxas Avenue in Makati.  It’s perhaps the finest spot to have an office in. The building’s 25th floor happens to have a spacious veranda that surrounds an entire side of the building. It offers a panoramic view of Makati City, particularly Urdaneta Village and The Fort. This veranda is used as a place to unwind when employees are on their break. “It’s the only place where we’re allowed to smoke,” laughed Terry Sales, the marketing manager of Electrolux Philippines.

It’s also an ideal venue for the company’s special occasions, including the luncheon that followed after the awarding ceremonies.  As we dined with some of the marketing officers of Electrolux, we noticed how expansive the balcony is. We said they ought to rent out this place for weddings – there’s enough room for 75 guests. We all had a grand time at the veranda. The soothing, gentle wind that flowed through the place made everyone wish they could stay the entire afternoon. Aside from the white wine that Terry Sales kept pouring into everyone’s glasses, guests also enjoyed the spectacular view. The balcony overlooks several famous landmarks, including the Makati Stock Exchange complex and the Ugarte Field.

Electrolux Philippines general manager Malou Estaris said the company moved into the building over a year ago from the old headquarters at Pasong Tamo Extension also in Makati. “That area tends to get flooded during rainy days,” she said. “Our operations were often affected and it was difficult to get to work or to get home from work. So we had to move to a new location. This new place is just perfect, we’re lucky it was available.”

Inside the office, near the reception area, are two model kitchens that present some of the latest household appliances from Electrolux. These include the modern ovens, gas ranges, refrigerators and washing machines and dryers. The look is sleek and modern, just like the company’s products. There isn’t a bit of clutter in these two kitchens. They represent what every kitchen ought to be – clean, functional and attractive. They’re also not intimidating – the appliances look user-friendly and are designed to make household chores easier, less stressful and faster to accomplish.

The “Download a Frontload” promo was designed to impart these kitchen features to consumers. The three-month marketing campaign, according to Electrolux, has driven thousands of Filipinos to the Electrolux web site, where they provided detailed information about themselves and their washing habits.

There was also an incentive to visit www.electrolux.com.ph, of course, and it was the opportunity to win an Electrolux frontload washer in a lucky draw.  The campaign to drive traffic used a broad mix of media platforms, including newer channels such as social networking sites and on-line blogs, as well as more traditional mediums, such as print and radio.

“The term ‘download a frontload’ doesn’t actually make much sense in its own right, but it has a tremendous amount of recall,” said Terry Sales. “The whole idea was to drive traffic to our website, where people could become more familiar with the Electrolux brand, complete a survey and possibly win a frontload washer.”

The campaign’s blogging competition resulted in 44   blogs dedicated to Electrolux washers.  Electrolux officials were often surprised by the views of the participating bloggers. One female blogger, for example, calls Electrolux washers her “secret dating weapon” as it helped her keep clothes fresh and ready for dates. 

The blogs were judged by Electrolux management, with the winner receiving an Electrolux frontload washer.  Criteria considered were the content of the blog entries as well as the number of readers, and the amount of comments the blogs generated.