AEG: 360° Campaign for "ProSteam"
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The Challenge
AEG's ProSteam technology offered a new approach to fabric care: steam-based garment refresh instead of full wash cycles. The opportunity: position this as the solution for quality-conscious consumers who want to extend garment life. The challenge: make a laundry feature culturally relevant and emotionally desirable.
Our Solution
We built a 360° activation anchored in fashion culture. The centerpiece: a TVC showcasing ProSteam's refresh function in real-life scenarios, adapted for social channels. We amplified reach through OOH giant posters in Hamburg, Cologne, Munich, and Nuremberg, plus nationwide POS campaigns. At Berlin Fashion Week, designers and exhibitors could use the ProSteam Refresh Service on-site, surrounded by a branded mural and a large-scale banner. Banner ads in Elle linked to a dedicated advertorial in Focus.
Results
High brand recall across target demographics
Strong on-site engagement at Fashion Week
Increased consideration for ProSteam appliances
AEG positioned ProSteam as the fabric care choice for design-conscious consumers
A campaign that elevated a laundry feature into a lifestyle statement – proof that appliance innovation can live in fashion culture.
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