Title	WORLD WIDE VAC
Brand	ELECTROLUX
Product/Service	HOME APPLIANCES (VACUUM CLEANERS)
Category	C01. Use of Digital in a PR campaign
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

The Campaign

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 don'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 swipe 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 Brief

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 camping was a clean fit to the corporate strategy.

Execution

World Wide Vac is the world's first digital vacuum cleaner. It connects to your gmail and scans your inbox for digital dust with the help of an advanced algorithm and - depending on how keen you are to clean – lets you choose a small, medium or large swipe. Privacy issues are on everyone’s agenda, so the priority was to protect users’ personal information. Developed with a high focus on privacy, the app has an algorithm for sorting out emails making sure you never waste anything useful. Media were targeted with the message that Electrolux — inventor of the electric, cordless and robotic vac — was launching the world's first digital vacuum cleaner, enabling people across the globe to clean out their second home and help mother earth simultaneously. We continued to communicate with the press as the number of users, and the amount of CO2 cleaned, exceeded all expectations.

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.

The Strategy

The UltraFlex vacuum cleaner is designed for flexibility with a 12 meter reach, targeting everyone who would 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.