The white goods manufacturer, which owns the Zanussi and AEG brands as well as the Electrolux range, has set up for students living away from home. The site offers them advice on how to make washing, cooking and cleaning less boring.
Electrolux will use the portal to build loyalty among students. It has joined forces with academic institutions in the UK and Europe to promote the site through university newsletters and on campuses.
The site will also act as a recipe exchange, asking students to submit meal ideas and vote on the best recipes. The winners will receive prizes manufactured by Electrolux, including a compact washing machine.
The website's homepage will carry the message "We can't help you pass, but we know a lot of cool stuff". It will also feature Electrolux's universal strapline, "Makes life a little easier".
Electrolux has been stepping up its online focus in recent months. In August, it invited film-school students to make short films about its brand as part of its "Ad-Venture" initiative. The films were then screened online.
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