MullenLowe Athens Black Friday campaign for ELECTRONET is an inventive combination of vintage aesthetics with Gen Z language. The campaign uses real footage material from Hollywood, film noir movies of the 1940s-1950s, dubbed with dialogues inspired by Gen Z.
The result is a humorous condition, taking place in the characteristic, mysterious atmosphere of the original films, where troubled NOIR heroes become ‘bros’ and ‘queens’. They seek and always find a solution to their everyday problems, with menacingly good appliances, unpredictably low prices and frighteningly good services…at ELECTRONET’s BLACK FRIDAY.
The campaign aims to appeal to both the Gen Z generation and those, who want to shop for appliances during Black Friday, regardless of age or interests. It consists of one main and several category-specific product TV ads, as well as an in-store radio message and other materials. More specifically, an entire Gen Z glossary was created for the physical stores salespeople. This ‘brought the concept to life’ in-store and solved questions for the ‘not so familiar’ with Gen Z jargon.
The campaign also ran in a digital environment, with an emphasis on Social Media, using teasers, polls and contests, bringing consumers in contact with it, at all touch points of the customer journey.
It started mid-November and continued until the end of the Black Friday period.
The campaign was produced by Parasol.
