43DB SYMPHONY

Title43DB SYMPHONY
BrandELECTROLUX JAPAN
Product / ServiceERGOTHREE VACUUM CLEANER
CategoryA04. Other Consumer Products
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Entrant Company TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency TBWA\HAKUHODO Tokyo, JAPAN
Production Company AOI PRO. Tokyo, JAPAN

Credits

Name Company Position
Satoshi Chikayama TBWA HAKUHODO Creative Director
Katsuhiro Shimizu TBWA HAKUHODO Art Director
Takeshi Ogasahara TBWA HAKUHODO Copywriter
Masashi Matsukura TBWA HAKUHODO Interactive Planner
Kei Kaneko TBWA HAKUHODO Account Director
Ayako Kano TBWA HAKUHODO Account Executive
Yuichiro Horie TBWA HAKUHODO Planning Director
Shohei Hashimoto TBWA HAKUHODO Planning Supervisor
Keisuke Mizusako AOI Pro. Producer
Mana Hisamatsu AOI Pro. Producer
Tetsuro Iwama AOI Pro. Production Manager
Makoto Tominaga AOI Pro. Production Manager
Takeshi Kogahara AOI Pro. Film Director
Waseda Symphony Orchestra Waseda University Orchestra Performance
Nittobo Acoustic Engineering Nittobo Sound Measurement

Creative Execution

Our idea was to throw the “quietest orchestra concert ever,” and make the audience FEEL how quiet 43dB is. First, we set up the special concert where a full orchestra challenges to play “Carmen”, a classical orchestra piece known for its dynamic tunes, as quiet as possible not to exceed the noise level of ergothree, 43dB. Then we broadcasted the entire challenge through online video. We depicted all struggles of performers and failed trials, and how they finally succeeded. Through experiencing the whole challenge, audience could intuitively understand the quietness of ergothree.

The result was awesome. This online video generated huge buzz. As this video was so intuitive it was highly reputed not only in Japan but all over the world. The project brought in free publicity worth 1,250,000 USD, and along with the entire "quietest suction power" campaign including TVC: - Brand awareness went up by 28% - Purchase intention increased by 50% - Electrolux website traffic doubled on YOY basis - Monthly sales score increased by 350%

Background: In 2012, Electrolux Japan launched ergothree, a powerful yet incredibly quiet vacuum cleaner; however, it did not sell well because consumers believed that powerful vacuum cleaners should be loud. Although we were communicating the product value through TVC, “quietness” is such an invisible, intangible thing, so we needed some innovative demonstration to make them intuitively believe the quietness of ergothree. Objectives: Demonstrate and prove how quiet 43dB actually is, and make consumers fully understand the quietness of ergothree.

Links

Website URL   |   Video URL