Studying how people react physically and psychologically when vacuuming to music was the core when launching the quietest vacuum cleaner ever, the UltraSilencer through earned media.Because silence itself is not as interesting as what the silence will let you do (i.e listening to music at a normal level). And vacuum cleaners, no matter how good or silent they become, remain tough conversation pieces.Along with the many media pitches that the lab-report generated, the Silence Amplified campaign was also captured in scribbles and 3D-renderings of concept vacuum cleaner of the same name, sporting built in speakers and mp3-player dock.Reaching tens of millions, rendering about 200 clippings and nearing 60.000 views on YouTube and as many people tweeting about a certain vacuum cleaner as superstar Beyoncé – the launch was a true success.

Defend Electrolux position as leader in 'silent vacuuming' by maximising publicity and social media chatter for the new UltraSilencer. In order to reach the target consumer, the majority of publicity would have to be in media that normally do not write about vacuum cleaning or dust removal. The goal was to generate a reach of 4 million.

In the fall of 2009, a study was done in a real soundlab belonging to Electrolux. The study included interviews, observation and physical measuring of factors such as heart rate, dust collected and sweeps per minute.In the beginning of December, a host of pitches for PR - distilled from the lab report were done, such as – what the BPM rendered the most comfortable vacuum cleaning, which genre did the job done more fast or more thorough. How men react differently with the musical stimuli compared to women, etcetera.The study was also filmed and a summary was used as a video news release. Along this sketches of a concept model vacuum cleaner that sported speakers and iPod-dock was also produced and sent out to media.

By creating the bridge between a low interest product and something that people are passionate about we managed to…- get the same share of tweets on the day of launch as superstar Beyoncé do on a normal day (0,04 percent of the total number of tweets, approximately 24,000 tweets).- About 200 press clippings and social media clippings.- the goals set for reach (4 million) was surpassed several times over.- the VNR showing people vacuuming to music in a lab environment has been watched near 60,000 times.- high frequency and overall positive remarks by consumers in article commentary.

We needed a story universal enough to be relevant to many media segments, yet product relevant enough in order to reach communication objectives. The strategy was twofold:Firstly – since no normal person likes dust removal, do not talk about the quietest vacuum cleaner, talk about the most music compatible vacuum cleaner ever.

Secondly – Show the benefits of vacuuming to music. Do a lab study on the effects on humans (mood, calories burned, concept of time…) and cleaning performance (dust collected and frequency of sweeps) when they vacuum to different genres of music.

Thereby creating content that is interesting to a host of different media channels. For example 'How to get your teenager to vacuum up' in the parents media, 'Clean up and get a work out' in the health pages.

In 2009, Electrolux was to re-launch the UltraSilencer – a very quiet vacuum cleaner. The main challenges that formed communication idea and channel of choice were:a) there was no real consumer news value in the re-launch.b) consumers do not understand the logarithmic decibel scale.c) consumer engagement into dust removal and vacuum cleaners was frightingly low.