Electrolux held a VIP Dog Party event in Tallinn, Estonia to promote its floor care line of vacuum cleaners designed for pet owners. The event featured dog fashion shows, competitions, a photo studio, massage for dogs, and presentations on Electrolux products while also raising money for a dog shelter. The event gained substantial media coverage and established Electrolux as pet-friendly.

1. Project: Electrolux VIP Dog Party – Dogs on the Red Carpet
Category: CONSUMER RELATIONS
Summary
Electrolux VIP Dog Party – Dogs on the Red Carpet - was a consumer relations
project in support of the brand and particularly the floor care line, introducing the
special Electrolux vacuum cleaners for pet owners designed to clean the hair of the
dogs and cats. The glamorous outdoor event, meant for dogs of any breed and size
and hosted by a famous Estonian actor, included Electrolux floor care line
presentations, charity donations gathering for the dog shelter, dog fashion shows,
photo studio, souvenirs distribution, competitions for dogs and their owners, massage
and beauty salon for the dogs, dog psychologist, pet doctor and trainer consultations;
etc. Free for all VIP Dog Party got massive media coverage and was one of the most
popular open-air events of the early summer. Electrolux established itself as a pet-
friendly charitable organization that cares for the city of Tallinn and for its animal
citizens.
Situation
Electrolux VIP Dog Party was a consumer relations project in support of the brand
and particularly the floor care line, introducing the special Electrolux vacuum cleaners
for pet owners designed to clean the hair of the dogs and cats. The event was held on
June 5th, 2010, from noon until approx 5pm as a part of traditional Tallinn Old City
Days in the program of Tallinn New City Days festival in the centre of Tallinn on
Rotermann square. There we booked our own area to present the floor care line and
hold the glamorous entertainment-charity event.
Objectives
Ideas for the event were following: dogs are also city citizens and deserve the same
treatment as people – if there are VIP-parties and charity events for humans, why not
organize one for dogs? Our objective was to show Electrolux as the company that
brings cleanness to the city and homes, thus supporting dog owners and the dog

2. shelter. Dog owners coming to the event could bring old dog carpets that we cleaned
with Electrolux vacuum cleaners and donated to the dog shelter where dogs are
uncomfortable sleeping on the concrete. Guests also could make money donations
for the dog shelter.
Strategy
For the event Electrolux has partnered with UnitedDogs aka “Facebook for the dogs”,
the world’s largest social network for dogs and their owners headquartered in Estonia.
We created a website for the event and held a month-long social media and online
promotion campaign prior to the event (UnitedDogs, Facebook, Twitter), during which
a newsletter was distributed to 28 000 Estonian UnitedDogs users who got an
invitation to the event and got educated about the brand and the floor care line,
hundreds of people participated in the virtual vacuum-cleaner game on UnitedDogs
website, the picture of Electrolux UltraOne will now forever stay on thousands of
accounts on UnitedDogs. On the day of our party, an international pedigree dog show
was held in Tallinn, so we decided to challenge that event thanks to our “no-
discrimination policy” - inviting any dog that wanted to join our fun, regardless of the
breed or pedigree.
Execution
The event itself included (in addition to Electrolux floor care line presentations): dogs
arrival via red carpet, dog fashion shows where dogs of all sizes and breeds had an
opportunity to shine as models wearing Estonian dog clothes designers’ creations
(after each show the red carpet runway was cleaned with special Electrolux vacuum
cleaners for pet owners); dog dance competitions; photo studio for the dogs and
owners with big Electrolux logo on the background, so that now Electrolux logo will
live in all dog owners’ photo albums (the photos have been produced and distributed
on the spot); Electrolux souvenirs distribution; different competitions for smart and
sporty dogs and their owners; exclusive massage, SPA and beauty salon for the
dogs, where all pets could get a free manicure, pedicure, haircut and a relaxing
massage; professional pet doctor and trainer consultations; dog psychologist, etc, etc.
Documented Results
Prior to and during the event we held a PR campaign which brought us substantial
media coverage, including print, online media, as well as 3 Estonian TV stations
covering our event in their evening news programs (that is as good as it gets in
Estonian media) and even the Chinese news agency Xinhua paid us a visit. The
branding was outstanding – Electrolux logo and floor care line were present at all
angles, and got into practically all visual coverage. The event was a huge success
and a real magnet for the Tallinn locals and visitors. Electrolux established itself as a
pet-friendly charitable organization that cares for our city and its animal citizens - both

3. with and without a home. We also gathered a certain amount of aid for the dog
shelter. Due to popular demand, Electrolux is pondering the idea of holding their VIP
Dog Party on a regular basis.
Name of the link
URL
e.g., website of
E.g. http://www.balticprawards.com/
Baltic PR Awards
The official
campaign site on http://www.uniteddogs.com/et/page/electrolux
UnitedDogs
Online game
rules on http://www.uniteddogs.com/et/page/electrolux-jahimang
UnitedDogs
Coverage http://publik.delfi.ee/news/mitmesugust/vip-pidu-koertele-
example lemmikloomad-kondisid-punasel-vaibal.d?id=31501369
Coverage
http://www.tv3.ee/content/blogcategory/429/583/
example
Coverage
http://bublik.delfi.ee/news/varia/article.php?id=31504707&l=wbublik
example
Coverage
http://uudised.err.ee/index.php?0534940&id=33866&play
example
Coverage
http://www.dzd.ee/?id=270525
example
Coverage
http://www.tins.ee/?menu=2&id=544&news_page=0
example
Coverage http://www.dogs24.ee/ru/news/1-2009-11-17-01-08-16/178-2010-
example 06-06-14-52-28.html
Coverage
http://www.ohtuleht.ee/381189
example