White appliances go tech

Plaisio, one of the technology retail leaders in Greece, is welcoming an “unconventionally conventional” category for its character: white appliances. The launch had to be big; break the heavy competition clutter; and, instead of altering the Plaisio tech character, it had to elevate the category of white appliances. Recipe: Create an emotional campaign based on a reverse POV – that of the appliances; take them out of their “traditional” context and into the new age of Plaisio; introduce to the loud world of retail communication a new mantra – yes, retail com can have a premium face!