SILENCE AMPLIFIED by Great Works, Prime for Electrolux

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Industry Electronic Devices & Home Appliances, Vacuum Cleaners
Media Promo & PR, Case study
Market Sweden
Agency Great Works
Creative Director Frederic Sebton
Agency Prime
Creative Director Jonas Bodin
Released December 2009

Credits & Description

Category: Best Research
Advertiser: ELECTROLUX
Product/Service: VACUUM CLEANER
Agency: PRIME PR
Date of First Appearance: Dec 9 2009 12:00AM
Entrant Company: PRIME PR, Stockholm, SWEDEN
Entry URL:
Creative Director: Jonas Bodin (Prime PR)
Concept Developer: Peter Lindgren (Prime PR)
Project Manager: Mattias Ström (Prime PR)
Creative Director: Frederic Sebton (Great Works)
Concept Developer: Karl Sundin (Great Works)
Production: Emelie Askfelt (Great Works)
Project Manager: Louise Karlander (Great Works)
Product Manager: Jonas Magnusson (Electrolux)
Head of PR: Frederique Pirenne (Electrolux)
Internet Manager: Antti Laukkanen (Electrolux)
Media placement: Postings And Features, 80 Posts - Blogs (Gadget, Lifestyle, Technology) - 09/12/2009
Media placement: Articles - 21 Articles - Traditional Online And Offline Magazines And Daily News - 09/12/2009
Media placement: Video News Release, 57 740 Views - Published In Majority Of Media Reporting - 09/12/2009
Media placement: 3D Renderings Of Concept Vaccum Cleaner - Published In Majority Of Media Reporting - 09/12/2009
Media placement: Sketches Of Concept Vacuum Cleaner - Published In Majority Of Media Reporting - 09/12/2009
Media placement: PDF Of Lap Report - Available On Brand Site - 09/12/2009
Media placement: Playlist Generator - Available On Brand Site - 09/12/2009

Results and Effectiveness
By creating the bridge between a low-interest product and something that people are passionate about, we managed to: - Get the same share of tweets on the day of launch as superstar Beyoncé gets on a normal day (0.04 percent of the total number of tweets, approximately 24,000 tweets) - About 200 press clippings and social media clippings - The goals set for reach (4 million) was surpassed several times over - The VNR showing people vacuuming to music in a lab environment has been watched near 60.000 times - High frequency and overall positive remarks by consumers in article commentary

Creative Execution
In fall 2009, a study was conducted in Electrolux’s real sound lab. The study included interviews, observation and physical measuring of factors such as heart rate, dust collected and sweeps per minute. In the beginning of December, a host of pitches for PR, distilled from the lab report was done such as: what BPM rendered the most comfortable vacuum cleaning, which genre got the job done the fastest, and how men react differently with the musical stimuli compared to women, etc. The study was also filmed and a summary was used as a video news release. Along with this, drawings of a concept model vacuum cleaner that sported speakers and iPod-dock was also produced and sent out to media. The odd content of humans as lab rats, the documentation of it, and the scientific content – all in keeping with the main product feature (silence) made it difficult for journalists not to report on it.

Insights, Strategy & the Idea
In 2009, Electrolux re-launched the UltraSilencer – a very quiet vacuum cleaner. The main challenges that formed communication idea and channel of choice were: a) There was no real consumer news value in the re-launch b) Consumers do not understand the logarithmic decibel scale c) Consumer engagement into dust removal and vacuum cleaners - frighteningly low Key Insight: It is not about the quietest vacuum cleaner – it is about it being the most music compatible vacuum cleaner! Idea: Study how people react physically and psychologically when vacuuming to music. Document it, and use the lab results for pitching to media.