AEG’s new machines can wash and dry both wool and silk, without affecting the color, fibers or texture of the garment. Although the garment is marked with either dry cleaning or hand washing - or both. So the task was to prove the advantages of the machines, and we did it by putting them to the ultimate test; to wash and tumble dry brand new fashion clothes. Just before they were shown on the catwalk for the first time.

So with Stockholm Fashion week coming up the idea was bold; to get one of the major brands in Scandinavia to wash and tumble dry parts of their new collection, just hours before the big show.

By inviting Nordic influencers, and fly them to Stockholm Fashion week for a briefing we made sure that the right persons talked about our stunt. Both before, under, and after the washing took place. Whyred and the chef designer Roland Hjort took the chance of beeing put to the test. So the challenge took place and we only had one shot to capture the documentary feeling and make the experiment work. And with fashionistas, bloggers, models, newspapers, and celebreties in the audience – it was crucial that it did.

The campaign started on social media and then we launched the online films on youtube and facebook. The campaign is still running on youtube as bumpers, and teasers. The influencers also blogged and intstagrammed about the AEG fashion wash experiment among with other trendsetters.

• 873% uplift in unaided brand awareness (against benchmark).

• 55% purchase intent.

• 85% completed views main film (2 min).

• 96% completed views trailers (15 sec).

• Over 58 million impressions.

• 64% of viewers found the campaign made AEG more appealing.