We asked ourselves the question, “How can we show a simple function of a product in a memorable and shocking way?” We decided to create a visually shocking demonstration by making it possible for a pianist to perform on a musical stage midair, created by the powerful suction force of Electrolux.

The total weight of the grand piano, pianist and the chair was 400kg. In order to lift this weight, we needed total of three wireless vacuums. Lifting the piano only with the suction force of three wireless vacuum cleaners was made possible by a rubber suction plate created to connect the piano and the vacuums. As a result, we were able to beautifully capture the moment of piano being lifted five stories high by the power of the wireless vacuums in the middle of the street.

This campaign went live with the title . With increasing shares on various video platforms and communities like YouTube and Facebook, the video recorded 5.4M views. Furthermore, there were around 9,320 social media shares. Viewers showed positive reactions such as “I want to buy this vacuum!” and “This is so cool” The success of the campaign led to an increase in product purchase consideration and brand awareness.