Title	WORLD WIDE VAC
Brand	ELECTROLUX
Product/Service	HOME APPLIANCES (VACUUM CLEANERS)
Category	H01. Branded Tech online (incl. Digital Products, Utilities & Tools)
PR Agency	PRIME Stockholm, SWEDEN
Production Company	BÄRNT & ÄRNST Danderyd, SWEDEN
Entrant Company	PRIME Stockholm, SWEDEN

Name	Company	Position
Patrik Beskow	Prime - A Weber Shandwick Company	Creative Director
Sofia Myrevik	Prime - A Weber Shandwick Company	Key Account Manager
Mattias Ström	Prime - A Weber Shandwick Company	Planner
Amanda Engström	Prime - A Weber Shandwick Company	Project Manager
Malena Heed	Prime - A Weber Shandwick Company	Project Manager
Pär Thunberg	Bärnt/Ärnst	Producer

Creative Execution

The World Wide Vac is the world's first digital vacuum cleaner. It connects to your gmail and scans your inbox for digital dust using an advanced algorithm and - depending on how keen you are to clean – choose a small, medium or large swipe. Privacy is paramount, so our priority was to protect users’ personal information, and the algorithm for sorting out emails makes sure you never waste anything useful. The media were informed that Electrolux was launching the world's first digital vacuum cleaner, letting people across the globe to clean their second home and help mother earth simultaneously.

The World Wide Vac has cleaned the cloud from over 9 million emails – equaling over 7.8 tons of CO2. Or like driving a car 1.5 times around the world. The World Wide Vac crushed the engagement objectives and 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.

For over 100 years, Electrolux has helped people to clean their homes. The overall goal of the campaign was a brand driven product launch with the objective to reach 50 million people, kickstart the sales of the new UltraFlex vacuum cleaner and strengthen Electrolux position as a consumer driven innovation company. Working towards the goal of reducing Electrolux CO2 emissions with 50% by 2020, it was essential that the camping was a clean fit with the corporate strategy. Today, our dust ends up in places where vacuum cleaners don't reach - it has become digital. Everyday activities such as surfing the Internet, sending emails and sharing images release as much 830 million tons of CO2 annually - 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.