We persuaded a TV network to change their on-air promotions, commissioning special program trailers that dramatised the difference between 80, 60 and finally 39 decibels.We identified the key dramas our consumers loved and mined their archives for clips of key loud scenes. And we used this compilation to demonstrate just how noisy yelling was, what screaming measured in decibels and how loudly people talked. Finally, we demonstrated just how quiet 39 decibels was.When consumers watched the ad break during their favourite dramas, they saw the characters they loved shouting, yelling and talking.

Our results were something to shout about:Average aided awareness for all white goods adverts is 45%, and average aided awareness of traditional ARCELIK TV commercials is 53%, but the aided awareness of our new ARCELIK promotional trailers was 84%.ARCELIK dishwasher sales doubled.