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What is inverter related to? First look at Electra's new campaign - Walla! money

2023-05-28T09:10:49.636Z

Highlights: Air conditioning industry is facing a regulatory revolution that means the transition of the entire Israeli market to inverter air conditioners. Electra is presenting the move in a new campaign with the What's Related trio. Inverter technology guarantees savings of up to 50% in energy consumption and as a result, also payment of electricity bills. The full campaign includes a launch video announcing that "Israel is moving to Electra Inerter" and follow-up videos that will gradually rise and present the basket of advantages offered by the technology.


The air conditioning industry is facing a regulatory revolution that means the transition of the entire Israeli market to inverter air conditioners, and Electra is presenting the move in a new campaign with the What's Related trio


Electra's New Campaign for Inverter Blending Technology, Led by the What's Related Trio (PR)

Electra's New Campaign for Inverter Technology Led by the What's Related Trio

Electra's New Campaign for Inverter Blending Technology, Led by the What's Related Trio (PR)

The regulatory change in the air conditioning industry in Israel is gaining momentum and will come into effect gradually until 2024, when all those involved in the air conditioning field will be obligated to market air conditioners using the advanced technology - inverter technology - that guarantees savings of up to 50% in energy consumption and as a result, also payment of electricity bills.

In anticipation of the coming summer, which is expected to be particularly hot, Electra has chosen to present the new technology, which has received official national recognition, in a full, new and humorous campaign, which will be led for the second consecutive year, the "What's Connected Trio."

Electra's message in the new campaign, which will go live tonight (Sunday, May 28), is Israel's transition to inverter technology, a message that will be emphasized by presenting the great advantages of the move: saving electricity and money, and protecting the environment.

The full campaign includes a launch video announcing that "Israel is moving to Electra Inverter", and follow-up videos that will gradually rise and present the basket of advantages offered by the technology, both to the end consumer and his pocket and to the planet and the environment.

Electra Merger CEO Moshe Erder with the trio of what's connected to the filming of the first commercial, May 2022 (Photo: No use, Eliran Avital)

More in Walla!

  • When the heat rises: The trio of what's tied to a new campaign for Electra
  • "What's Related" Trio vs. Rotem Sela: Will receive NIS 6 million from Electra
  • Smoother skin after one use: a revolutionary home care device

Leadership, Israeliness and Caring

In the new campaign, which will be widely launched, Electra emphasizes the connection to the Israeli consumer:

Leadership – The leadership can be attributed, according to the advertiser, both to technological leadership and to leading the regulatory process in which Electra took part from the moment of the idea until the moment of the decision.

Israeliness – The value of Israeliness can be attributed to the direct touch of every home in Israel thanks to the reduction of electricity costs in a reality of cost of living and rising prices, and in the selection of Israeli presenters, well-known and beloved figures from among the people, whose work is an asset in Israeli culture.

Caring – This value can be attributed to the advancement of technology, whose goal is twofold: to take care of the environment with a lower level of energy consumption per operation and to save money on the electricity bill.

Signed for 3 years: First joint campaign for the trio What's Related and Electra Merger, starting in 2022 (Photo: Electra PR)

"The campaign is launching in continuation of the agenda"

Keren Yemini, VP Marketing at Electra Air Conditioning: "The market transition to inverter technology is real news for both the consumer and the environment. Over the past two years, Electra has been leading a business strategy of protecting the environment and caring about the consumer, and the new campaign, which follows action to promote this agenda, takes ownership of the transition, informing the consumer of the benefits for them and the contribution of technology to saving money and protecting the environment."

We chose to convey the messages to consumers at home through a campaign led by the "What's Related" trio: the most Israeli, funniest and most representative trio of the Israeli consumer. At the same time and forever, Electra will continue to promote measures that benefit customers and the environment."

  • money
  • Advertising and media

Tags

  • Campaign
  • Electra
  • merging
  • air conditioner
  • Air conditioners
  • What's Related Trio
  • What's related
  • summer

Source: walla

All business articles on 2023-05-28

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