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Electrolux and ELLE Magazine join forces for the launch of the ELLE à table LITE iPhone application

Phonevalley, the world's leading mobile marketing agency, and Lagardère Publicité, the Advertising referent on Mobile Applications, along with ZenithOptimedia, create for Electrolux an exclusive media partnership for the launch of the free version of the "ELLE à Table" iPhone application: ELLE à table LITE.

The Elle à Table Lite application offers a free and lightened version of the original application, picks up recipes from the famous magazine, and opens up to advertisers.

From April 28 and during one month, Electrolux displays its steam ovens on the entire ELLE à Table Lite application inventory. This exclusive partnership foresees that the ELLE à Table Lite application is entirely dedicated to the steam cooking theme. It offers about fifty steam recipes but also an Electrolux selection of 45 recipes, with baking advice and the Electrolux steam oven proper programming. Every day a new Electrolux recipe will be displayed on the home page of the application. It will also offer a special section " Que faire avec? " ("What to do with") exclusively dedicated to steam cooking beneficial effects and to the Electrolux steam oven.

This innovative and unique media partnership, created by Lagardère Publicité, Phonevalley and ZenithOptimedia, gives an impacting and exclusive visibility to the Electrolux brand.

Alix Pandrea, Internet and Mobile Deputy COO at Lagardère Publicité, comments: "we are excited about this partnership as it offers Electrolux the opportunity to be associated to the launch of the first LITE application dedicated to steam recipes, supported by the ELLE à Table brand. Thanks to our quality media channel, Electrolux can enjoy an optimized and impactful visibility with the "Que faire avec ?" section which is entirely dedicated to the brand, and thanks to various complementary expression spaces: interstitials, banners and landing pages."

This partnership enables Electrolux to increase its visibility and take advantage of the buzz generated by the launch of the ELLE à Table Lite application. The visibility generated by the omnipresence of the brand on the ELLE à Table Lite application will be reinforced by the media plan designed on the Lagardèrere group applications (ELLE Astro, ELLE Infos, Public, Premièrere, Virgin Radio, RFM, Sports.fr and Boursier.com).

Stéphanie Botte, Electrolux Home Products communication manager, adds: "We are delighted that this innovative media operation, far from being a classical media plan, offers our steam range of products a perfect editorial integration within the ELLE à Table Lite application. We develop our brand awareness among a captive core target, these urban women and men who take the time to cook and care about healthy, balanced and various diets".

Alexandre Mars, Phonevalley CEO and Publicis Groupe Head of Mobile, is thrilled: "This exclusive partnership between two complementary brands is a wonderful example of the strategic integration of mobile within a marketing plan. This alliance illustrates the exposure the iPhone can deliver to a brand when the media plan is designed in a strategic and non opportunistic way; when it links editorial integration and pure media visibility".