“One of the most hilariously brilliant marketing moves we've seen” says Fast Company about the launch of Electrolux new vacuum cleaner UltraSilencer.

Modern life is stressful. We multi task to manage all our chores. But what if we could relax while doing our chores?

Informal meditation, while performing another task, is trending to cope with our everyday stress. We discovered that an average cleaning session takes about the same time as practicing informal meditation. So when cleaning your home, why not clean your mind!

Together with an experienced mindfulness instructor we developed the meditation app ”Clean Your Mind” – designed to suit the time of vacuuming your home.

To put you in that special meditative state of mind we created music solely from the silence technology of the vacuum cleaner, to be released on iTunes, Spotify and Soundcloud.

The day of launching the new UltraSilencer we also launched the world’s first meditation app made for vacuuming, in the iTunes app-store.

The message spread rapidly in traditional and social media with a reach of over 60 million. It brought Electrolux both the momentum effect sought for, and a ROI of 1,600 % on the campaign while providing the perfect sales pitch in store.

Together with an experienced mindfulness instructor, we created “Clean Your Mind” – an informal meditation program, developed especially for use with a silent vacuum cleaner.

To achieve maximal harmony, background music was developed using only sounds from the UltraSilencer. In addition to these two main components of the campaign, we also created easy-to-share content, including an instructional video for the meditation program and a behind-the-scenes film that revealed how we went about transforming vacuum cleaner sounds into harmonic music.

When launched, the meditation program was made freely accessible through iTunes, Spotify and SoundCloud, as well as through Electrolux's own digital channels. Using Clean Your Mind as a starting point, the message of Electrolux's silent vacuuming and UltraSilencer was spread to prioritized media in a wide spectrum of media segments, from business and daily press to specialized tech, music, health and lifestyle media internationally.

Using Clean Your Mind as a concept, we could talk about Electrolux’ silent vacuuming and UltraSilencer from a new and emotional perspective, in a product world otherwise dominated only by rational arguments. The results:

• International reach in earned channels: > 60,000,000

• 94 % positive tonality and 100 % penetration of key messages

• Campaign return on investment (media value vs. investment): 1,600 %