Miele
Laundry Records
-
Industry
Consumer electronics -
Category
Digital, POSM, PR, Event, Influencer marketing -
Client
Miele
How to loudly announce one of the quietest washing machines? Together with Miele, we organized a music studio in a real laundry: the musicians recorded the tracks, and washing machines never stopped working. Dmitry Malikov became the Ambassador - he wrote music especially for the project and recorded its clean sound in Laundry Records.
Then we invited other talented musicians to record their own songs in our extraordinary studio and become part of Miele's unique album, which was launched on top music platforms. Another important part of the campaign was the unusual music competition on social networks: participants recorded their songs using their loud household washing machines as an instrument in order to win a silent one from Miele.
Awards:
ADCE 2021
Brand Experience - Branded Spaces – Gold
Film & Audio - Any Other - Silver
Integrated & Innovation - Branded Content – Silver
ADCR 2021
Brand Experience - Gold
Film & Audio - Craft Sound - Shortlist
Film & Audio - Any Other - Shortlist
Branded content - Shortlist
Golden Drum 2021
Group: D. AUDIO, Home & Electronics - Gold
Group: B. CONTENT, Live experience - Silver
Group: C. ENGAGEMENT, Public & Community Relations -Bronze
Group: F. SPORTS, POP CULTURE & ART, Influencers - Bronze
Group: E. ACTIVATION, Cross-Platform Activation - Shortlist
Group: A. INTEGRATED, Home & Electronics - Shortlist
White Square 2021
D6 Social & Influencer Campaign - Bronze
R2 Innovation in Radio & Audio - Silver
K3 Social & Influencer Campaign - Silver
N1 Visual branded content - Bronze
N2 Audio branded content - Gold
N5 Brand experience- Silver
One Show 2021
Brand Experience - Shortlist
Red Apple 2021
Audio → Excellence in Audio → Best Audio Branding - Silver
Social & Influencer → Social & Influencer: Sectors → Consumer Durables - Silver
Advertising Excellence → Advertising Excellence/ commercial - Bronze
Red Apple 2020
Brand Experience – Bronze
Red Apple Awards 2020
Branded content, Sostav.ru — «Campaign of the year», Shortlist.
Indicators 3-4 times: OTS 340,000,000 + 3,100,000 views + searches by brands and categories + 30% Landing page sessions 16,000 + Album played more than 15,000 times.
- OTS 340 000 000 +
- Просмотры 3,100,000 +
- Поисковые запросы по брендам и категориям +30%
- Сеансы посадочных страниц 16 000 +
- Альбом воспроизведен более 15 000 раз
