ZenithOptimedia’s latest innovation case study is our work for AEG Electrolux’s “The World is Noisy” campaign. The white goods category is a harder category to drum up excitement. ZenithOptimedia’s consumer research showed that noise is not such a crucial buying criterion until the moment people are reminded of the nuisance of noise in city living. In response to this insight, the role of communications is to amplify the issue of noise and to make it a subject of every day city conversations; in the taxi, by the water cooler or at the dinner party.

Creative Execution
Armed with handheld decibel meters, the Zenith’s team discovered the noisiest locations across Europe. We embedded decibel meters into large posters and digital screens displayed the constant noise levels in real time.

To fuel the noise argument, we live-streamed the noise data to our noise-awareness website where consumers could compare the different noise levels across the cities.
To get the major media to take notice of the story during the European Union’s Noise Awareness Day, we approached influential blogs with high quality videos and photos of the noise posters and interesting incidents caused by the interactive posters (i.e. London poster urged club owner and school kids to join forces against noise in Old St, London.).

To target major retailers at Eurocucina, Europe’s biggest appliance fair, we placed a decibel poster en route from their hotels to the fair, while also providing maps and info packages at their rooms.

Results & Effectiveness

Major blogs picked up the story and delivered 10 million posting views for free
Major print titles covered the story while in Spain the story made it to prime time
45% of those who come into contact with the campaign were more likely to think about noise when they next buying an appliance whilst 35% would consider AEG (Pan European monthly brand tracking)
The only media cost to AEG was that of buying 5 posters across Europe locations for a month

This campaign won Gold Lion Award for Best Use of Outdoor in Cannes 2009.