The Brief

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.

Describe how the promotion developed from concept to implementation

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.

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

The result was awesome. This project generated huge buzz. As it was so intuitive this activity 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%

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 for its overwhelming quietness, which is way beyond competitors. 2) This execution was effective because audience could intensely experience the quietness of ergothree, which was impossible through conventional media.