Electrolux: PLAY! THE QUIETEST SUCTION POWER

Credits & Description:

Client ELECTROLUX JAPAN
Product VACUUM CLEANER
Entrant TBWA\HAKUHODO Tokyo, JAPAN
Type of Entry Digital: Digital Tools
Category Online Video
Title PLAY! THE QUIETEST SUCTION POWER
Product/Service VACUUM CLEANER
Entrant Company : TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency : TBWA\HAKUHODO Tokyo, JAPAN
Makoto Tominaga Aoi Pro. Production Manager
Tetsuro Iwama Aoi Pro. Production Manager
Mana Hisamatsu Aoi Pro. Producer
Keisuke Mizusako Aoi Pro. Producer
Katsuya Yamada Aiin Music Producer
Mikiko Choreographer
Masahiro Shoda Director Of Photography
Kazuaki Seki Ooo Film Director
Kazuyuki Takeda Img Src Designer
Keisuke Oyama Img Src Programmer
Masanori Mori Img Src Programmer
Ken Ishizuka Img Src Design Engineer
Yusuke Koike Img Src Technical Director
Kei Takahashi Tbwa\hakuhodo Account Supervisor
Ayako Kano Tbwa\hakuhodo Account Executive
Kei Kaneko Tbwa\hakuhodo Account Director
Takeshi Ogasahara Tbwa\hakuhodo Copywriter
Katsuhiro Shimizu Tbwa\hakuhodo Art Director
Masashi Matsukura Tbwa\hakuhodo Interactive Planner
Satoshi Chikayama Tbwa\hakuhodo Creative Director
LINKS
Entry URL: http://play-ergothree.jp/1/
BRIEF EXPLANATION
Vacuum cleaners are loud. This is the conventional belief that hampered ergothree that claims unparalleled quietness. Our challenge was to disrupt the perception with an innovative demonstration. So we created the first-ever cleaner, ‘ergothree play! model,’ that turns the vacuuming noise into music; it detects dusts with the optical sensor and plays music as it sucks up dust. Then we created and shared the demo video of the ‘play! model’ and held a press event to enhance it. As the result, it generated online buzz and 1,000,000+ USD worth of free publicity, which boosted the sales of ergothree.