Indesit @100

Product launch and centenary celebration

Brief

To create a landmark event for trade customers and press to view the latest product range and celebrate the 100th birthday of the Hotpoint brand.

Solution

The key message was that Hotpoint was 100 years ‘young’ and so to celebrate the brand’s innovation over so many years, an intimate brand experience was created in the industrial blank-canvas space at Victoria House Basement in Bloomsbury.

Delegates arrived via an Indesit pop-up shop on Southampton Way in groups of 40, every hour, for 4 days. Following a glass of champagne and introduction, they were taken downstairs into a labyrinth of specially created zones, the first of which featured 4 kitchen sets depicting Hotpoint’s impact on domestic life since the 1950’s. These incorporated cleverly devised VT’s presented by ‘housewives’ of various decades. From there, delegates were taken into a cinema for a series of films and presentations and then into a zoned exhibition featuring, for Indesit, a wet zone, a cold zone, a hot zone, a black zone and, for Hotpoint an innovation gallery, Eco Zone and hands-on product display.

The experience culminated in one-to-one business meetings with sales representatives prior to an evening of celebration at Quaglino’s Restaurant, featuring stunning live entertainment from the cast of Chicago.

Outcome

Commercially the event was a resounding success, meeting sales targets and giving Indesit Company an opportunity to thank and reward their customers. Furthermore, 90% of delegates rated the event either good or excellent, making comments such as:

“This event has inspired me to be more loyal to the brand”
“The event has confirmed to me the true commitment and professionalism of the brand”
“Indesit Company is very much on the ball, ahead of others in this very competitive market”