Indesit embraced the latest US trend for pop-up parties in obscure locations through the creation of the Indesit Party Laundrette that ran from the 15th-17th October.This very unique, very kitch party invited people to 'Get tipsy, get your groove on and get the laundry done' and you could literally chuck in your dirty socks and party on until the cycle was done.
The Indesit Party Launderette was launched via Facebook, and the page has since acquried 2,800 fans. Although this idea is a good one for attracting a trendy East London crowd, who did turn up in their masses, perhaps a more direct approach would have been more impactful for the brand.
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