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BRONZE WINNER: Electrolux “Silent Laundry”
Client: Electrolux “Silent Laundry”
Names to be credited with submission:
Time Period of Campaign: 2008
Key Insights: AEG’s New Product Development Team recognized that noise pollution was affecting more people in Europe and was becoming increasingly difficult to escape. In addition, brand tracking proved that noise level was a key criterion for the purchase of washers and dryers. Focus groups also demonstrated that when consumers were reminded of how annoying noise pollution is in their daily lives, they seriously considered “silence” as a crucial product USP.
Media Strategy: It was not sufficient to focus simply on the quietness of AEG appliances. Brand tracking showed that consumers find it difficult to make a distinction among home appliance brands, so a single issue was not enough of a differentiator. Instead, it became critical to create shifts in brand perception, especially in using silence as a key buying criterion, and also increase the amount of consumer/journalist discussion around the issue of noise pollution.
The data was then streamed to five different language sites (noiseawareness.co.uk or mundoruidoso.es) where users could compare the noise levels in each city and understand how noise varies on the course of minutes, hours and days. This led up to Noise Awareness Day (April 15, 2008—and EU initiative) which also engaged journalists, bloggers and PR.
How Could this be a Template for Other Campaigns or for World Class Standards?This is Live Advertising, a media solution that is relevant to a specific location and point in time. Truly integrated media campaigns require a robust technical infrastructure to support them if they are to succeed.
Results: The campaign worked to both shift the brand’s metrics and create discussion. In fact, 45% of those who read about or saw the decibel posters were more likely to think about noise when buying an appliance and 35% of those who read about or saw the decibel posters were more likely to buy an Electrolux.