Consumer - Silence is golden for AEG-Electrolux

Campaign: AEG-Electrolux Decibel Awareness Campaign Client: Electrolux AB PR team: In-house, led from Stockholm-based PR team Timescale: April-September 2008 Budget: More than EUR500,000

 

For AEG-Electrolux washing machines, dishwashers and cooker hoods, low levels of noise are a powerful indicator of performance. The firm decided the theme of noise/silence as a matter of key public interest should be used to drive media coverage about AEG-Electrolux performance.

Objectives

- To use International Noise Awareness Day to create a high-profile launch

- To generate public awareness on noise and offer AEG-Electrolux laundry products as a solution to minimise it

- To gain positive media coverage.

Strategy and plan

In London AEG-Electrolux erected a giant poster to monitor the noise level 'live, as it happens' on a busy road in Old Street Foundry in Shoreditch. This was one of several posters sited by the company across Berlin, Madrid, Brussels and Milan. On International Noise Awareness Day more than 50 key journalists were chauffeur driven via the poster to the launch venue.

Measurement and evaluation

At least 42 publications and websites from 11 countries covered the campaign.

Results

Consumer research conducted by the company found a third of those exposed to the campaign said they are more likely to consider AEG-Electrolux next time they buy an appliance.

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