Making Steam Cooking Easier To Understand

Electrolux has unveiled “Steam when you need it”, a new campaign created to simplify the concept of steam cooking for consumers across Australia and New Zealand.

The initiative aims to reposition steam ovens as flexible, intuitive and practical appliances that can easily fit into everyday cooking routines.

Rather than focusing on technical features, the campaign emphasizes convenience and adaptability through a simple message that encourages consumers to use steam whenever it adds value to the cooking experience.

3D Billboards Bring Ovens To Life

The centerpiece of the campaign is a series of custom-built 3D outdoor advertising installations located across major metropolitan markets.

The giant oven structures feature internal lighting, lenticular imagery that changes depending on the viewer’s perspective, and controlled steam effects that visually demonstrate the product's capabilities.

Electrolux also incorporated smoke machine technology into the installations, creating a market-first execution in Sydney and Melbourne that transforms traditional billboards into immersive brand experiences.

Designed To Stop People In Their Tracks

The creative was designed not only to attract attention but also to encourage social sharing.

The oversized ovens create a memorable visual spectacle that invites passersby to stop, interact and capture content for social media.

By combining physical innovation with experiential storytelling, the campaign extends its reach far beyond the billboard itself.

The Electrolux Steam Retreat

To further introduce consumers and media to the benefits of steam cooking, Electrolux launched the Electrolux Steam Retreat.

The immersive experience brought together influencers and journalists for a curated event that included wellness-inspired activities, a Swedish design masterclass and a dining experience centered around steam cooking.

The event allowed participants to experience the product benefits firsthand while generating earned media coverage.

Challenging Misconceptions Through Influencers

Alongside the outdoor advertising campaign, Electrolux introduced “Steam Debunked”, an influencer-led initiative designed to address common misconceptions about steam cooking.

Creators demonstrated how steam ovens can be used in everyday situations, highlighting their versatility, ease of use and practical advantages.

The content was developed to make steam cooking feel more approachable and relevant for modern households.

Connecting Awareness To Retail Consideration

Beyond awareness, the campaign is intended to simplify in-store conversations by helping consumers better understand how steam cooking integrates into daily life.

By making the technology easier to understand, Electrolux hopes to increase confidence among shoppers and encourage adoption within the cooking appliance category.

Why This Campaign Works

• Uses market-first 3D outdoor advertising executions.
• Demonstrates product benefits through real steam effects.
• Combines experiential marketing with influencer storytelling.
• Transforms complex technology into an easy-to-understand message.
• Connects awareness directly to retail consideration.

“Steam when you need it” demonstrates how brands can use experiential outdoor advertising and immersive storytelling to simplify complex products while creating memorable consumer experiences.