With over 50 million products sold each year to customers in more than 150 countries, Electrolux uses its annual report to position the brand as the global leader of premium home appliances. Comprend and Hallvarsson & Halvarsson have been their partner on this outstanding journey.
With over 50 million products sold each year to customers in more than 150 countries, Electrolux uses its annual report to position the brand as the global leader of premium home appliances. Comprend and Hallvarsson & Halvarsson have been their partner on this outstanding journey.
Ever wonder how top chefs bring that extra touch to gourmet dishes? Few spill their secrets but the fact remains that almost half of the Michelin star restaurants are equipped with professional kitchen products from Electrolux. In other words, cooking like a pro is just a stir away – with the right brand. And this is what Electrolux – and ultimately their annual report – communicates. That Electrolux offers an unmatched selection of appliances to both consumers and professionals around the world.
How Electrolux is Premium Through its Annual Report
The printed and digital format of the annual report are built on three pillars of premium to strengthen the brand:
- Premium image expression
- Premium corporate story
- Premium target group communication
Images Tell the Story
Creating and sustaining a brand that oozes the aura of what your business stands for is a craft. Founded in 1919, Electrolux has built a modern consumer brand with exceptional quality products. When designing the annual report, images were considered as the salt and pepper in a recipe. Without them the dish would be tasteless. So, visuals were used as key elements to reinforce the brand's premium personality. The colour scheme and images were picked with care so that people immediately recognize, understand and associate them to the brand. Every page was designed to have its own identity, in line with the brand.
A picture is worth a thousand words and images were given a lot of space in the print and online format to convey both a feeling and a message to the reader. The images show environments where customers encounter and interact with Electrolux products.
Designing data for multichannel was another critical ingredient. Every page, whether print, desktop or mobile device was packaged in a clear and attractive way making content easy to digest. Easy to navigate. Easy to remember.
The Corporate Story is the Framework
Electrolux has the vision to be the best appliance company in the world measured by customers, employees and shareholders. Today, it is ranked the second-largest after Whirlpool. The annual report is a genuine effort by Electrolux to get the outside world to understand their business, where they are headed and that they will stand the test of time.
Both the print and digital format have an urgent concern to focus content on their readers' needs and interests. The structure follows the framework of the company's corporate story (vision, mission, strategy and values) to make it easy to read and navigate. With forthright concepts and a strong culture based on Scandinavian heritage, Electrolux communicates their market, performance and financial outlook as transparent as a consommé.
Well-defined Target Groups Read the Story
The capital market and company employees are Electrolux's primary target groups when it comes to the annual report. The goal is to help them understand the company's business. Several communication activities are in place to make this happen:
- The company sends a printed copy of the report to its shareholders
- The digital format of the annual report is showcased on the Investors homepage throughout the year. The report is attractive to investors because it contains great information about the group, strategy and market position.
- On the day of the annual general meeting, employees receive a copy of the annual report.
- The annual report is a living document. Its contents are used in Electrolux's communication, for instance in presentations, internal documents, corporate and local websites.
For more information please contact Paula Kandimaa (paula.kandimaa@comprend.com), +46 76 109 05 67.
