Title | MIELE LAUNDRY RECORDS |
Brand | MIELE |
Product/Service | MIELE WASHING MACHINES |
Category |
B04. Content Creation & Production |
Entrant
|
SERVICEPLAN RUSSIA Moscow, RUSSIA
|
Idea Creation
|
SERVICEPLAN RUSSIA Moscow, RUSSIA
|
Media Placement
|
MEDIAPLUS Moscow, RUSSIA
|
PR
|
LOUDER Moscow, RUSSIA
|
Production
|
ANTIDRAMA Moscow, RUSSIA
|
Additional Company
|
FANCY STATE Moscow, RUSSIA
|
Credits
Alex Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
Jason Romeyko |
SERVICEPLAN GROUP |
Worldwide Executive Creative Director |
Olga Starichenko |
Serviceplan Russia |
Chief Executive Officer |
Ruslan Gadeev |
Serviceplan Russia |
Account Director |
Evgenia Arabkina |
Serviceplan Russia |
Executive Creative Director |
Anastasia Boykova |
Serviceplan Russia |
Strategic Planning Director |
Sergei Soin |
Serviceplan Russia |
Lead Account Manager |
Andrey Artyushin |
Serviceplan Russia |
Senior Copywriter |
Ksenia Golovina |
Serviceplan Russia |
Art Director |
Anna Kuptsova |
Serviceplan Russia |
Junior Art Director |
Anastasia Khizovets |
Serviceplan Russia |
Junior Art Director |
Maxim Kazantsev |
Serviceplan Russia |
Senior Interactive Designer |
David Khandamov |
Serviceplan Russia |
Junior Interactive Designer |
Anastasia Gritskova |
Louder |
Chief Executive Officer |
Maria Aleshina |
Louder |
Senior PR Manager |
Daria Tarasova |
Louder |
PR Manager |
Maria Bukina |
MEDIAPLUS |
Digital Manager |
Pavel Tseytlin |
Fancy State Music Agency |
Executive Producer |
Natalia Petrova |
Fancy State Music Agency |
Celebrity Management |
Aleksandr Ivanov |
Fancy State Music Agency |
Producer |
Maxim Golubchikov |
Fancy State Music Agency |
Producer |
Oleg Fedorov |
Fancy State Music Agency |
Recording, Mixing, SFX |
Aydar Sharipov |
Antidrama studio |
Director, Director of Photography |
Igor Virabov |
Antidrama studio |
Director of the second unit |
Aleksandra Smirnova |
Antidrama studio |
Set Designer |
Daniil Demidov |
Antidrama studio |
Editing Director |
Andrey Borovkov |
Antidrama studio |
Color |
Ilya Petrukhin |
Antidrama studio |
CG Supervisor |
Ivan Oganesov |
Antidrama studio |
Creative Producer |
Ivan Oganesov |
Antidrama studio |
Creative Producer |
Ivan Oganesov |
Antidrama studio |
Creative Producer |
Maria Gasparyan |
Antidrama studio |
Executive Producer |
Valerya Yudina |
Antidrama studio |
Producer |
Genadiy Zhen |
Antidrama studio |
Production Manager |
Dmitry Tyklin |
Antidrama studio |
Production Assistant |
Why is this work relevant for PR?
Miele needed to prove that its washing machines are the quietest on the Russian market. So we turned a laundry full of Miele’s washing machines into a recording studio. We invited a legend of Russian music to be the first to record live, and then invited all willing musicians to try too. We made live recordings of every session – and they worked as the best proof of Miele’s quietness. And then we compared it to competitors by launching a contest where people played music in front of their loud washing machines. Resulting in free PR through UGC and media.
Background
Miele is one of the quietest brands on the Russian market, with low awareness compared to competitors. But we found out that its washing machines are also among the quietest in the market – only 47 Db. So when we found that low noise level is the key purchase driver in the category we decided to make our message about quietness very loud. The brand is premium and has high prices for the appliances, so channels with the biggest reach normally don’t work for our target audience.
Describe the creative idea (20% of vote)
We took a real working laundry and turned it into a recording studio. Laundry Records. And we kept all the washing machines.
A legend of Russian pop-music and a popular blogger Dmitry Malikov became interested in the project and challenged us to record his new neoclassical composition “Keep Spinning”. And we recorded him playing it live in the studio. All the washing machines kept working right next to the musicians for everyone to see and comment about.
Specially for those who doubted that the recording was for real, Miele opened applications for free recording sessions in Laundry Records. The recordings were released as an album on all major music platforms like Spotify, Apple.Music, Yandex.Music to let everyone enjoy Miele’s silence.
People joined our contest by playing music in front of their own loud washing machines – spreading awareness and proving how quiet Miele is compared to competitors.
Describe the PR strategy (30% of vote)
Quietness deserves loud promotion when it’s number one purchase driver. So we decided to shout loud about low noise level of Miele washing machines. It was a challenge as the brand is premium and channels with the biggest reach normally don’t work for our target audience. Instead of using traditional media and formats we decided to set up a real recording studio and give famous musicians loved by TA to experience the silence. Everything was recorded live! Both music and videos were turned into content which musicians share in their social networks and which was highly appreciated by TA and supported by Russian media. We got the reach from multiple touchpoints such as music, fashion, news, telegram channels and even music platforms Spotify, iTunes, Deezer, Yandex.music where we released the album recorded in the studio. Creative contest for users also helped us to get relevant additional reach through UGC.
Describe the PR execution (20% of vote)
We created the news that people were excited to spread. We found a laundry in a hotel’s basement that uses Miele’s washing machines and turned it into a recording studio. And then started recording music videos – live. Our star musician even lent us his concert shirt to wash during the recording - and we released the detail later as an easter egg. This was quickly picked up by media, spreading the news that the studio is open for recordings.
We received hundreds of applications for free recordings and chose the artists most relevant to our target audience. They were invited to record their tracks and music videos inside. So fans didn’t just get new music - they got a story and a proof of Miele’s quietness.
Our contest gave rise to even more PR – people played music in front of their loud machines, leading to great native content.
List the results (30% of vote)
This disruptive idea helped to attract famous musicians and create real buzz on the market providing over 341 000 000 impressions in a few months, almost 180 000 000 of them coming from organic PR. We also saw an increase in brand awareness by 11% and in search growth by 1938,5%. Total campaign reach was 241% higher than planned.
The campaign was named among best cases on Russian market by professional media Sostav.ru. It got compliments from both Russian marketing specialists and international ones, including Whirlpool’s team – our competitors.