43dB Symphony 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, we needed some innovative demonstration to make them believe the quietness of ergothree. Objectives Demonstrate and prove how quiet 43dB actually is, and make consumers fully understand the quietness of ergothree. 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 video generated huge buzz and was highly reputed not only in Japan but all over the world. Acquired free publicity worth 1,250,000 USD Brand awareness went up by 28% Purchase intention increased by 50% Electrolux website traffic to be doubled on YOY basis. Monthly sales score increased by 350% throughout the successful ergothree music project. #ADSTARS2014_silver Brand_Electrolux Japan Agency_TBWA HAKUHODO
Posted on: Wed, 24 Sep 2014 05:30:29 +0000
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