Case study SO1, 9 and 10: Vac from NZ

A New Zealand version of Vac from the Sea is helping raise awareness about sustainable and responsible consumption. And the accompanying campaign is boosting local sales of Green Range products; up by 88% in just one year.

After its 2010 whirlwind global awareness-raising campaign, Vac from the Sea has gone local. In 2011, a specially designed New Zealand version toured schools up and down the country strapped to Electrolux green ambassador Julian Huitfeldt, with only his thumb for transport.

The New Zealand Vac came about when Electrolux Small Appliances in New Zealand joined forces with Starfish, a company well known for its use of recycled materials and the first fashion label to win New Zealand’s Sustainable Business Award.

Project runway

Using plastic materials gathered during the Electrolux Clean Sweep of beaches right around the coast, the new Vac from the Sea graced New Zealand fashion week to raise awareness about the ocean environment and sustainable and responsible consumption. It certainly created a buzz when paraded on the catwalk followed by a flock of Ergorapido Green vacuums.

Spreading the word

Following the fashion show, Vac from the Sea’s nine-day New Zealand tour took in ten schools and 4,000 schoolchildren from the tip of the North Island to the bottom of the South Island.

National radio station More FM gave each school a check for its environmental work and encouraged locals to give lifts to green ambassador Julian Huitfeldt, who hitchhiked and walked every kilometer with the Vac on his back. Stopping by at retailers and jointly spreading the message among retailer partners like Harvey Norman was also a key contributor to getting the message out.

Sales boost

Increased sales of Green Range appliances in New Zealand reflect how successfully the fashion show and tour communicated the Electrolux sustainability message. Sales of Green Range products in New Zealand grew by 88% in 2011 compared to 2010, and Electrolux small appliances rose by 4% in the same period. Electrolux has captured a 17% share of the vacuum cleaner market in New Zealand.