The creative solution is to 'Hijack' a scheduled concert and demonstrate the product’s unique feature. We call it the 'Kettle Concerto'.

The performance should result in surprising audience to facilitate sharing amongst friends.

The response was successful as audiences were excited and curious about the stove’s features.

The 'Kettle Concerto' went viral immediately, drawing over 10,000 viewers within the first week. Comments were great and people start asking about where it could be found. Traffic helped in directing them to Electrolux’s website and 5,000 visits were made within the first month. Out of which, 400 online enquires were made specifically to the stove’s feature 'Precise Temperature Control'. On top of everything, 5 radio stations caught on to it and the 'Kettle Concerto' was mentioned by the DJs.