Indesit will be taking its brand marketing to the next level in 2017, with an integrated marketing campaign in the UK, Italy, Russia and France. The #DoItTogether campaign is built around one of the most fascinating social trends relating to the world of domestic appliances – and to Indesit’s core customer base of hard working families. The #DoItTogether campaign will trigger vital public debate on how to share the burden of housework in a better way. While the message is important, the tone will be light-hearted and make creative use of an online campaign, interactive social media experiments and even an online series.
Latest UK research, completed by Fly Research, shows that despite the growing gender equality movement, household chores revert back to stereotypes when families have children – with women doing up to 81% of all household chores when they become mums1. Further research, by OECD, allowed Indesit to compare the UK with France, Italy, and Russia, and stated: “on average, female partners spend twice as much time on housework than their partners”. The OECD study confirmed 64.5% of housework is still done by Russian women2, whilst in Italy 80% of the housework is done by women3, and 73% of housework in France is still done by women4.
“Through the #DoItTogether campaign, Indesit aims to raise awareness of this social challenge in a light-hearted yet thought-provoking manner”, said Ian Moverley, Brand Communications Director, for Indesit. “Our positive call to action, ‘DoItTogether’, invites all family members to take a share in the housework.”
The campaign will combine online and offline marketing initiatives including significant use of social media platforms. Ian Moverley explains: “This powerful campaign will be driven by content and social experiences that will seek to engage consumers with these issues while showing Indesit’s products at the heart of modern families’ daily lives.”
The campaign launches today (26th April 2017) with a thought-provoking video, ‘DoItTogether’, which powerfully brings to life a world where a male carries the burden of the housework. The campaign has been designed to make a major impact from the start, and the video will feature extensively in online advertising and social media channels. The integrated 360˚ campaign will build on this theme throughout 2017.
Key tactics include:
- A social media experiment will help individuals discover how collaborative their own home environments are. This will take the form of an online/social media-enabled survey that will add further data to Indesit’s consumer insight into gender roles as well as allowing participants to create their own shareable insights. A related activity is a special Stickers app, available on iOS, which will let participants share special animations and emojis when sharing and discussing their participation via social media.
- ‘The Big Switch Up’ – A major component of the campaign will be an online web series that will follow the lives of real families taking on the ‘DoItTogether’ challenge by swapping their roles in the home. This web series will air from Q2 2017 and will be promoted via video ads in premium online media. In the UK, the series will be hosted by TV Personality and vlogger, Giovanna Fletcher.
Throughout the campaign, Indesit’s home appliances, with their ‘Life proof’ blend of simplicity and reliability, will play a starring role in making housework easier, as families balance busy lives with the demands of the home.
For more information on the Indesit appliances, contact your account manager, or visit the website at www.indesit.co.uk.
Notes for editors:
1 Independent research company Fly Research questioned 2,000 people in April 2017 from across the UK
2 OECD Balancing paid work, unpaid work and leisure, 2014.
3 OECD Balancing paid work, unpaid work and leisure, 2014.
4 Lippe, T. van der, J. Treas, L. Norbutas. (2017). Unemployment and the division of housework in Europe. Work, Employment and Society.
1. The Indesit #DoItTogether campaign
Indesit is part of Whirlpool UK Appliances Limited. Reliability, practical and user-friendly design are the cornerstones of Indesit’s philosophy, which has seen the evolution and continued development of award winning appliances.
Whirlpool UK Appliances Limited is the only white goods manufacturer to operate its own independent service and logistics operations.
About Whirlpool UK Appliances Limited:
Whirlpool UK Appliances Limited is managed by Whirlpool EMEA, part of Whirlpool Corporation, the global leader in manufacturing and marketing of home appliances. In 2016, Whirlpool Corporation generated annual revenue of $21 billion in annual sales, employs over 93,000 people with 70 centres of manufacturing and technology research worldwide. The company markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Bauknecht, Scholtès, Hotpoint, Indesit, and other big-name brands in over 170 countries. Whirlpool Corp.’s European Operations Centres are located in Pero (MI), Italy.
Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances: www.registermyappliance.org.uk
About Whirlpool Corporation:
Whirlpool Corporation (NYSE:WHR) is the number one major appliance manufacturer in the world, with approximately $21 billion in annual sales, 93,000 employees and 70 manufacturing and technology research centers in 2016. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit, Hotpoint and other major brand names in nearly every country throughout the world. In Europe, Middle East and Africa (EMEA) it has approximately 24,000 employees, a sales presence in more than 30 countries and manufacturing sites in eight countries. Whirlpool EMEA is an operating segment of Whirlpool Corporation. Whirlpool Corp.’s European Operations Centers are located in Pero (MI), Italy. Additional information about the company can be found at WhirlpoolCorp.com or find us on Twitter , LinkedIn and Facebook.
Issued on behalf of Whirlpool Corporation EMEA
For further press information and images please contact:
Hannah at jmm PR
Tel: 01536 414555
26th April 2017