FIND THE FORCE OF SILENCE by Publicis Conseil Paris for Rowenta

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FIND THE FORCE OF SILENCE

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Industry Electronic Devices & Home Appliances, Vacuum Cleaners
Media Print, Magazine & Newspaper
Market France
Agency Publicis Conseil Paris
Director Wilfrid Brimo
Creative Director Fabrice Delacourt, Olivier Desmettre
Art Director Benoît Blumberger, Thomas Chatenay
Copywriter Bangaly Fofana, Sandra Mac Millan
Producer Claude De Fayolle
Account Supervisor Vincent Larnaudie, Jean-Patrick Chiquiar
Released November 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: ROWENTA / SEB GROUP
Product/Service: ROWENTA
Agency: PUBLICIS CONSEIL
Chief Creative Officer: Olivier Altmann (Publicis Conseil)
Creative Director: Fabrice Delacourt/Olivier Desmettre (Publicis Conseil)
Copywriter: Bangaly Fofana/Sandra Mac Millan (Publicis Conseil / Marcel)
Art Director: Benoit Blumberger/Thomas Chatenay (Publicis Conseil / Marcel)
Account Manager: Vincent Larnaudie/Charlotte Baudry/Marieke Gourdin (Publicis Conseil)
Account Manager: Josephine Lipp/Kelly Lebrun (Marcel)
Director Of Production: Julien Dassonval (Marcel)
Technical Project Manager: Uilhem Vacher/Damien Munier (Marcel)
Development: Nicolas Chesne/Edgar Lacouture/Jérôme Renaud/Laurent Berthelot/Vivien Ripoche (Marcel)
TV Producer: Sophie Bouyer (WAM)
Sound Producer: Charles Fombonne
Director: Wilfrid Brimo
Production Company: (Wanda)
Producer: Claude Fayolle (Wanda)
Post Production: Sebastien Voisin (Wam)
DOP: Nicolas Loir
Art Buyer: (Le Chainon Manquant)
Advertiser's Supervisor: Chantal Cahen/Rodolphe Roux/Serge Miard (Rowenta)
Account Supervisor: Jean-Patrick Chiquiar/Vincent Larnaudie (Publicis Conseil)
Media placement: TV Campaign - Italy - N/A - 13/11/11
Media placement: TV Campaign - France - N/A - 20/11/11
Media placement: TV Campaign - Swiss - N/A - 21/11/11
Media placement: TV Campaign - Germany/Belgium/Poland - N/A - 28/11/11
Media placement: TV Campaign - Austria/Spain/Greece/etc... - N/A - 2012
Media placement: Web - Website - Http://www.findtheforceofsilence.com/fr - 20/11/11
Media placement: Web - Teasers - Youtube, Daylimotion - 20/11/11

Describe the objective of the promotion.
The objective of the promotion was to launch Rowenta’s new vacuum cleaner: Silence Force Extreme, the most silent power vacuum cleaner ever.
We had two goals :
-prove to sceptical consumers that a powerful vacuum cleaner can also be silent
-establish Rowenta as a leader and innovative brand in a competitive market, launching a new genre of digital campaign.

Describe how the promotion developed from concept to implementation.
The overall concept of the campaign was to demonstrate that power can speak silently with Rowenta.
An interactive video gameplay called findtheforceofsilence.com was launched on November 20th 2011.
Internet users were invited to find the sound level of the Silence Force Extreme using the microphone of their computer. A decibel meter could measure the sound's force produced. To win, the internet user had to produce a 62 decibel sound, which is the sound level of the vacuum cleaner. One Silence Force Extreme was given away every day. If the sound level was not correctly selected, the Internet users were exposed to surprising videos. They could also share their experiences via social media.

Explain why the method of promotion was most relevant to the product or service.
Digital was considered a preferred media of our targets, and competitors hadn’t pre-empted this media at the time so it was chosen to create a viral communication. This media allowed us to transform the message into a user experience and to reinforce Rowenta’s modern edge over the competition. The teaser was developed to create buzz and surprise around the campaign. E-media was used to drive traffic and e-PR was used to extend the experience and generate discussion.

Describe the success of the promotion with both client and consumer including some quantifiable results.
-300,000 players in only 3 weeks
-3m page views
-More than 50,000 registered for the prize give-aways
-Up to 5,000 shared experiences including 1000 tweets
-A quote on a big French news channel (LCI) and more than 70 articles on leveraging websites and blogs appeared.