Vacuum cleaner manufacturer Electrolux has always been dedicated to helping people clean their homes. But today, our dust ends up in places where vacuum cleaners can't reach. Our dust has become digital. Every year, everyday activities such as surfing the Internet, sending emails and sharing images release as much 830 million tons of CO2, which is on par with the whole aviation industry. While people are becoming increasingly clean and environmentally conscious inside and outside of their homes, their forgetting about their second home – the world wide web.

For example, an average e-mail in your inbox equals 4 grams of CO2 during its lifetime, and generally people tend to keep thousands. So when launching the new UltraFlex vacuum cleaner, designed to reach everywhere, Electrolux wanted to reach even further and clean out the cloud.

Introducing the World Wide Vac — the world's first digital vacuum cleaner. By connecting the World Wide Vac to your gmail account the digital vacuum cleaner scans your inbox for digital dust with the help of an advanced algorithm and swipes out emails you don’t need. So far the World Wide Vac has cleaned the cloud from over 9 million emails, which equals over 7.8 tons of CO2. Besides being a useful and safe application, the World Wide Vac not only crushed the engagement objectives, it broke all social media records since Electrolux started monitoring them. The communication objectives were surpassed with 400% and the UltraFlex exceeded its sales objectives without any other marketing support.

The overall goal of the campaign was to do a brand driven product launch - with the objective to reach 50 million people, kick start the sales of the new UltraFlex vacuum cleaner and strengthen Electrolux position as a consumer driven innovation company. Since a few years back Electrolux is working towards the goal of reducing its CO2 emission with 50% by 2020 and it was also essential that the campaign was a clean fit to the corporate strategy.

So far, the World Wide Vac has cleaned the cloud from over 9 million emails – which equals over 7.8 tons of CO2. Or in other words, like driving a car 1.5 times around the world. Besides being a useful and safe application, the World Wide Vac not only crushed the engagement objectives, it broke all social media records since Electrolux started monitoring them. The communication objectives were surpassed with 400%, reaching over 200 million people and engaging users from over 90 countries. The UltraFlex exceeded its sales objectives without any other marketing support. Electrolux — inventor of the electric vac, the cordless vac, the robotic vac — and now, the World Wide Vac.

World Wide Vac is the world's first digital vacuum cleaner. Connect World Wide Vac to your gmail, let it scan your inbox using an advanced algorithm and - depending on how keen you are to clean – choose a small, medium or large swipe.

As privacy issues are on everyone’s agenda, our main priority was to protect the users’ personal information. The application was developed with privacy in mind — and the algorithm for sorting out emails makes sure you never waste anything useful.

Media were targeted with the message that Electrolux — inventor of the electric vac, the cordless vac and the robotic vac — was launching the world's first digital vacuum cleaner, enabling people around the world to clean out their second home and help mother earth at the same time. We continuously communicated with the press as the user count, and amount of CO2 cleaned, exceeded all expectations.

For over 100 years, home appliance company Electrolux has helped people to clean their homes. Its history is closely tied to the vacuum cleaner. They've invented the electric vacuum. The cordless vacuum. And the robotic vacuum. Now it was time to launch a new vacuum cleaner – the UltraFlex, designed to be their most flexible vacuum cleaner yet with 12 meter reach.

The UltraFlex vacuum cleaner is designed for flexibility with a 12 meter reach, targeting everyone who rather spend their time and energy on something more fun than vacuum cleaning. To truly demonstrate this vacuum cleaner’s flexibility we developed an extension of the physical vac, since the dust of today is equally physical and digital. And while today’s consumers may be clean and environmentally conscious inside and outside of their homes, their forgetting about their second home – the world wide web.

An average e-mail in your inbox equals 4 grams of CO2 during its lifetime, and generally people tend to keep thousands. Electrolux has always been dedicated to helping people clean their homes. So when launching the new UltraFlex vacuum cleaner, designed to reach everywhere, we thought – what if we could stretch that idea to reach through people’s screens and help them clean the place where they store most of their dust. The digital dust. Their inbox.