Electrolux Russia offers foreign cars as prizes

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MOSCOW--Russians buying an Electrolux appliance will be given a chance to win a foreign car. The massive promotional campaign began in mid April and is expected to finish by the end of May.

The promotion consists of two parts. The first offers a 5% discount on Electrolux washing machines or other white goods bought at 50 major Moscow shops, including Partiya and Tekhosila retail chains, in addition to retailers in St. Petersburg.

In the second part, customers receive coupons giving them a chance to win one of 18 Skoda Felicia cars. Electrolux, which positions itself here as a premium brand, is the first foreign company to offer a foreign car as a prize, rather than a Russian Lada, which is common for this type of lottery promotion.

The first stage of the promotion is handled by Art-Promotion agency, which is affiliated with Navigator DDB. The discount will be supported by leaflets and an ad campaign running on all major Moscow radio stations, according to Mikhail Golovin, the promotions manager at Navigator.

The second stage promoting the car lottery will consist of 200 commercials to run on Russian channels NTV, TV-6 and STS. BBDO Russia is involved in the TV campaign.

Copyright April 1999, Crain Communications Inc.

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