First we customized ergothree to create the first-ever vacuum cleaner, 'ergothree play! model', that turns the vacuuming noise into a beautiful music. Mounted with an optical sensor inside the head nozzle, it detects dust particles and plays music sequence as it rhythmically sucks up dust.

With award-winning music video director, we created and shared a music video where 4 women play beautifully ensemble music using the 'play! model', and held a press event in order to enhance it via viral and PR.

The result was awesome. This video generated huge buzz and was highly reputed not only in Japan but all over the world.

- Acquired free publicity worth 1,000,000 USD

- Electrolux website traffic was doubled on YOY basis.

- Convinced the audience of the quietness of ergothree, and gave new criteria in choosing vacuum cleaner.

- Monthly sales score increased by 160%.