Thursday, March 27, 2008

AEG-Electrolux - Campaigning Against Noise with giant noise posters

If you’re in London, Berlin, Madrid, Brussels or Milan, keep an eye out for giant AEG-Electrolux posters which are measuring and displaying ambient noise levels.
The giant posters created by blowUp media are driving a unique campaign to promote a “silent” washing machine from AEG-Electrolux, a leading European white goods brand. Decibel meters are being installed in and around a number of the sites to monitor ambient noise levels. These are then connected remotely to LED screens embedded in the giant poster creative where the current decibel level will be displayed.

The decibel levels at each site location will also be fed to a campaign website (in UK, allow users to compare noise levels in the five cities as well as find out more information on this issue.

"blowUP media love working on innovative projects such as this," says Dominic Gesua, UK Sales Director blowUP media. “AEG-Electrolux are pushing the boundaries of what giant posters and outdoor can do. We believe the striking nature of the displays will really raise the awareness of this important social issue.”
Planning and media buying has been handled by ZenithOptimedia's International team."This exciting initiative activates the key AEG comms objectives, which include content creation and leverage of innovative digital outdoor solutions," says Sam Selleck, Senior Account Manager, ZenithOptimedia.
The Berlin poster
The posters are part of the 360° AEG Silent Laundry campaign, which is an example of the new way of thinking within the AEG-Electrolux brand team. "The key aim of this campaign was to create awareness on the issue of noise in and outside of the people’s homes and offer AEG laundry products as a solution to minimise it. But rather than running only traditional print or TV spots, we communicate the same message at all possible consumer touch points," says Alexander Buhl, European Brand Director at AEG-Electrolux.

The climax of the campaign will be reached at the International Noise Awareness Day on 16th April 2008. AEG PR spokespersons will invite local press at the sites to further inform them about the background of the campaign, using domestic noise research (AEG Noise Report) conducted by the company.

“AEG knows that word-of-mouth, online and PR are key drivers of brand engagement and purchase decisions,” says Ulrich Gartner, Vice President Communications Europe. “This campaign is a very good example of using these elements as a part of the bigger picture.





The AEG Noise Report

Noise poster in Brussels

and the site in Milan