The Brief

We had two objectives: 1) Disrupt the conventional belief of consumers that vacuum cleaners are loud, which hampered the credibility of ergothree that claims the unparalleled quietness. 2) Add newness to the 2nd-year communication of ergothree and stimulate the stagnant sales trend, for it has no new product features.

Describe how the promotion developed from concept to implementation

Our solution was to show off the quietness of ergothree effectively through a truly innovative, sophisticated demonstration. First we customized ergothree to create the first-ever vacuum cleaner, ‘ergothree play! model,’ that turns the vacuuming noise into a beautiful music. Mounted with an optical sensor inside the head nozzle, it detects dust particles and plays MIDI sequence as it rhythmically sucks up dust. Then we created and shared a music video where four women play ensemble music using the ‘play! model,’ and held a press event in order to enhance it via viral and PR.

Describe the success of the promotion with both client and consumer including some quantifiable results

•Generated online buzz and 1,000,000+ USD worth of free publicity •Website traffic was doubled on YOY basis •Convinced the audience of the quietness of ergothree •Monthly sales of ergothree increased by 160% compared to pre-campaign period

Explain why the method of promotion was most relevant to the product or service

There are two points: 1) This idea was only possible by ergothree with its overwhelming quietness, which competitors compensate to achieve strong suction. 2) This execution was effective because it was so intuitive that attracted the audience in the low-involvement category.