In 2009 after typhoon Monody devastated some of the Philippine islands, Electrolux was part of recovery efforts.
Three years on, the travelling laundry service campaign has evolved to support local disaster preparedness and social responsibility objectives, while having a very direct business result.
Working in partnership with local advocacy organization Sagip Kapamilya, Electrolux in 2011 created the Mobile Laundry, a six-wheeled lorry truck equipped with Electrolux washers and dryers. The Mobile Laundry can rapidly reach locations where clean clothes are welcomed by people affected by weather disasters.
Last year after typhoons Pedring and Pablo, the Mobile Laundry was able to redistribute 12,000 kilos of freshly-washed clothes to typhoon victims.
12,000 kilos of hugs
In its first year of operation, the Mobile Laundry went on a ‘Clothes & Hugs’ campaign, collecting 10,000 kilos of clothes from donations, and after washing and drying them, redistributing the clothing to typhoon victims. Last year, after typhoons Pedring and Pablo, the Mobile Laundry upped its collections, and was able to redistribute 12,000 kilos of freshly-washed clothes.
Electrolux Philippines refined the Mobile Laundry, renaming the campaign ‘Colors of Life’ in 2012. Typhoons tend to hit the islands from August through December and too stay ahead of possible future assistance needs, donation drives will start earlier in the year, In addition, during the campaign a portion of the sale of every front-loading Electrolux washer in the region was donated to support Sagip Kapamilya’s operations.
The local response to the Mobile Laundry has been positive, with extensive media and blogger coverage and social media buzz. It won gold for the best advocacy campaign at Phillippine's Tambuli Awards 2012, and the award of merit at the Quill Awards. At the same time, Electrolux increased net sales in 2012 in the Philippines by 34% and retained a leadership position in the front-loading segment.