By collecting plastic trash from oceans and creating vacuum cleaners from it, Electrolux engaged over 175 million people in the plastic issue, and increased sales distribution by 300%.Challenge: Everybody knows that a vacuum cleaner keeps your home clean. But can vacuum cleaners also keep the world clean?

When Electrolux launched a new line of vacuum cleaners made from 70% recycled material – the Green Range – they wanted to show that a cleaner home can be linked to a cleaner world. The solution was found in the Pacific Ocean – while there is a shortage of recycled plastic on land there are plastic debris islands in our oceans.Solution:Vac from the Sea – Collect plastic from the world’s oceans. Manufacture vacuum cleaners from it. Exhibit vacuum cleaners. Donate revenue from Green Range to research.Goal:• Raise awareness about plastic issue.• Increase European distribution of Green Range vacuum cleaners by 50%.

VFTS has become integrated in all Electrolux, ultimate proof of this being that it was a key feature in the Electrolux annual report and AGM.Results:• European Green Range vacuum cleaner distribution increase: 300% (Goal: 50%).

• Reach: 175,2 million • Tonality: 95% positive.

• Search hits – "vac from the sea": 10,1 million (Bing), 10 800 blog mentions (Google blog search) • Interest acceleration: 0-300 000 Google-hits in three weeks, one Tweet about VFTS every other minute during launch’s first 24 hours• Leading target media coverage e.g. CNN, Wired, Reuters, New York Times, Yahoo News, Fast Company, The Discovery Channel, Design Boom and The Independent.Source: MeltwaterUnexpected results:• Award from Keep Norway Clean-organization.• International high profile. NGO:s/commercial stakeholders have contacted Electrolux for collaboration.

• New plastic industry partnerships.• Speaking opportunities for Sustainability VP.• VFTS-blog most visited page on global electrolux.com (drive traffic here not goal).

Environmental organizations from all over the world were engaged in collecting plastic for concept vacuum cleaners, each representing a specific ocean. The project was continuously spread through using the following main channels. The results were achieved using no bought media at all:- Corporate site: Electrolux.com/Vac from the Sea-blog.- Electrolux ambassadors: CEO writes the first blog post/Sustainability VP is spokesperson throughout project.- Social media: Sustainability VP updates the VFTS Twitter and Facebook.- Ambassadors/ambassador channels: Environmental organizations/guest blog writers/museums/experts.- Physical/visual message carriers: The physical vacs/Video - News Release/graphics explaining mission.- B2B-tool: Internal sales film used by Electrolux to explain VFTS and Green Quest to retail.

- In-store film for distributors.- Exhibitions: The vacs are being put on display in over 10 countries, e.g. The Da Vinci Museum (Milano).- Global competition: Electrolux and 5 Gyres ignite environmental enthusiasts to win a place on a plastic research expedition.