This Electrolux Ergothree Promotion Forced an Ensemble to Be Quiet
Alexander Lam — July 31, 2013 — Marketing
References: electrolux.co.jp & creativecriminals
A campaign for the Electrolux Ergothree vacuum cleaner challenged an orchestra to play 'Carmen' while keeping the noise level under 43dB. Electrolux chose 43dB because that's approximately how loud an Ergothree vacuum is. In front of a live audience, the orchestra set out to play the song as quietly as possible. This proved to be a significant challenge since Carmen was not meant to be played quietly. If the orchestra went over 43dB, a screen behind the stage would turn red and a flashing light would go off.
The campaign was conceived and implemented by ad agency TBWA\HAKUHODO. TBWA\HAKUHODO developed the promotion in an effort to promote the Ergothree in the Japanese market. The ad agency worked to brand the device as a calm and peaceful alternative to traditional vacuums.
The campaign was conceived and implemented by ad agency TBWA\HAKUHODO. TBWA\HAKUHODO developed the promotion in an effort to promote the Ergothree in the Japanese market. The ad agency worked to brand the device as a calm and peaceful alternative to traditional vacuums.
Trend Themes
1. Silent Performance - Exploring the concept of performing music with minimal noise disruptions presents opportunities for disruptive innovation in the entertainment industry.
2. Noise Reduction Technology - Developing advanced noise reduction technologies for household appliances presents opportunities for disruptive innovation in the home appliance industry.
3. Targeted Marketing Campaigns - Creating unique and attention-grabbing marketing campaigns that align with the product features can result in disruptive innovation opportunities in the advertising industry.
Industry Implications
1. Entertainment - Introducing innovative approaches to performing music and creating silent experiences for audiences presents disruptive innovation opportunities in the entertainment industry.
2. Home Appliances - Developing and implementing noise reduction technologies in household appliances can revolutionize the home appliance industry by offering quieter and more peaceful alternatives.
3. Advertising - Using targeted marketing campaigns that leverage unique concepts and product features can disrupt the advertising industry by capturing audience attention and creating memorable experiences.
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