Washing and ironing clothes are considered by many consumers to be the most repetitive and least appreciated household chores. In a society with a pace of life that leaves little room for enjoyment and pleasure, these tasks often contribute to daily fatigue and stress. But the Telelavo laundry chain wants to help alleviate the situation by offering free weekly laundry service “for life.”
Over the last few days, it has launched a marketing campaign, designed by the internal team in collaboration with the Wizads agency, to publicize its proposal and present itself as an effective and affordable solution to lighten the daily burdens. With the intention of gaining notoriety and connecting with consumers, it has been inspired by the salary for life formula, popularized, among others, by Nescafé.
The Telelavo draw
The campaign has had the collaboration of the Torres de Pascual family of content creators, who organically planted the narrative that the brand later picked up when they showed their followers the chaos typical of returning to routine after the Easter holidays. In two publications they showed the work involved in managing clothes after unpacking, an everyday and identifiable scene that can turn into a domestic nightmare.
Later, they noted that Telelavo had contacted them and, instead of simply commenting on their post, the brand offered to help them in the process by washing and ironing all their clothes to temporarily free them from the task. They transferred it to their community in a subsequent video, in which they invited users to participate in the raffle promoted by the brand, and which is active until May 29. Those interested only have to follow the profiles of Telelavo and Torres de Pascual on Instagram, like the publication and leave a comment mentioning friends.
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“The interesting thing is that we have not proposed the collaboration from a traditional advertising logic, but from an almost real-time response to a conversation that was already happening.“, commented Lucía Negrete, Marketing Manager at Telelavo, in statements to reason.Why. “From there, we evolved the idea towards a more ambitious concept: converting a functional need into an aspirational proposal.”.
The company has also collaborated with other profiles of influencers and creators linked to the lifestyle, the home segment, fashion or sustainability, to amplify the reach of the initiative and promote the social conversation around the raffle and the brand’s message and purpose, which is to make people’s lives easier through its laundry services. In addition, platforms such as Madrid Secreto, with 1.2 million followers, have also echoed the draw.
The selection of the profiles that are part of the campaign, and by extension those with which the brand collaborates, are based on authenticity, tone and their ability to generate identification and credibility, as Telelavo explains to this medium. They ensure that they prioritize creators whose content connects naturally with everyday situations in which the company can add value. “In this campaign, for example, it worked especially well because the situation was completely organic and recognizable, it was still a real conversation.”explains Negrete.
Telelavo, more than washing and ironing
On a tactical level, the campaign aims to reinforce the visibility of Telelavo, but the giveaway also works on a strategic level by positioning Telelavo as a brand that is close and committed to the daily tensions of users. It elevates its discourse beyond mere service and establishes an emotional narrative in which the company is an ally of consumers’ time, comfort and enjoyment.
He has sought notoriety and social conversation from a creative territory that is unusual in the sector. And those responsible for Telelavo claim to understand that today brands need to build memorable and differential stories, even in traditionally utilitarian categories. “We wanted to leave the purely functional discourse to connect with something much more emotional and universal: the feeling of freeing yourself from repetitive tasks and recovering time for yourself or your family.”, comments the directive.
“While others talk about washing, we talk about free time, tranquility, quality”
Thus, instead of communicating rational attributes, such as price, speed or comfort, Telelavo communicates from a territory much more linked to quality, well-being and intelligent time management. “That approach allows us to move away from the purely transactional. While others talk about washing, we talk about free time, tranquility, quality or sustainability. And that opens a space for differentiation that is much more powerful and sustainable in the long term.”, they explain.
In this sense, they point out that the raffle works as an amplification of their positioning, since the idea of “never washing or ironing again” connects with a shared desire and allows the real value of the service to be conveyed. “Our concept is not that of a traditional laundry, but rather a service adapted to a new way of life, closely linked to the subscription models that already exist in other categories.“, says the Marketing Manager. “We believe that consumers no longer choose only services, but rather what helps them live better. In our case, the Flat Rate is the means, but the real benefit is to recover time, reduce mental load and simplify day-to-day life.“.
The raffle follows the line of other similar actions carried out in recent years and which the brand assures have contributed positively to its level of notoriety and engagement. From a broader point of view, they point out that the discourse and strategy are serving to generate affinity and open a space of powerful and sustainable differentiation in the long term.
