Results and Effectiveness

During the showing of this Cinema Ad, the electric appliance stores located close of the cinema theater had increased number of people asking for this particular product and the sales itself grew by 20% above average.

Creative Execution

We realized that there is no better way to show the difference of 10 decibel in sound than to actually have the audience hear and compare. The best location to do this will be some place where many people gather together and sit quietly. So along with the Cinema Advertisement created separately, we had real people actually demonstrate the difference and communicated the product characteristics that this is a vacuum cleaner that can be used even in the middle of the night.　 Moreover, we distributed leaflets, in the form of a movie leaflet, to every single audience, that entitles the purchaser a \10,000 discount on condition that the product is purchased at the nearest store.

Insights, Strategy and the Idea

We would like to communicate that compared to the vacuum cleaner of five years ago, this newest one is 10 decibel lower in the sound it makes and is the lowest ever in the industry. However, this unit of measurement, “decibel” is not commonly known and hardly anyone has had the chance to see the difference of 10 decibel.