Electrolux launches new ‘Steam when you need it’ campaign via Connecting Plots, humann., Revolution360 and Zenith

Electrolux has unveiled its latest integrated marketing campaign designed to reposition steam cooking for ANZ consumers. The initiative combines large-scale 3D out-of-home, influencer-led content and an immersive media experience to drive both awareness and retail conversion.

The campaign, developed in partnership with Connecting Plots Group, humann. communications, Revolution360 and Zenith Media, represents a significant investment in media, PR and Social, designed to simplify the steam proposition and drive uptake within the cooking category.

At the heart of the campaign is a clear and flexible message: Steam when you need it, reframing steam ovens as intuitive, adaptable, easy-to-use appliances.

Electrolux is redefining how appliance innovation appears in public spaces with custom-built 3D billboards across the three key metro markets. Giant ovens complete with internal lighting, lenticular imagery that changes the food content with changed perspective of the site and controlled steam releases, all capture attention and dramatise the benefits in real time. The integrated smoke machine element, a market-first across both Sydney and Melbourne, further elevates the creative execution and level of storytelling within the OOH space.

Designed for high-traffic impact, the installations are built to stop people in their tracks and be captured, shared and amplified socially.

To debut the new oven and generate impactful earned media, the Electrolux Steam Retreat, immersing influencers and media in a fully curated experience, spanning wellness-led rituals, a Swedish Design Masterclass and a steam-centred dining moment.

This was complemented by Steam Debunked, an influencer-led campaign designed to challenge common misconceptions around steam cooking, demonstrating its versatility, ease and everyday relevance through creator-led content supported by the likes of @_sam_low_,  @lil_Eets and @sherihealth.

All elements come together in a carefully planned campaign: Steam when you need it, designed to break down the myths of steam cooking, making it easy to adopt at home.

The campaign also aims to simplify in-store conversations, helping consumers see how steam integrates effortlessly into everyday cooking.

Client: Westinghouse
Head of Marketing: Christina Kumcevski
Consumer Marketing Manager Core Brands: Karen Nguyen
Consumer Marketing Activation Manager Core Brands: Ryan Williams
Media Manager: Karlie Papangelis
Digital Marketing Manager: Samantha Chapman

Agencies:
Creative: Connecting Plots Group
PR/Social: humann. communications
OOH: Revolution360
Media: Zenith Media

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