Silence Is Golden

In Europe, Promoting Ultra-Quiet Washers With Public Decibel Monitors

Published on .

Most Popular

For a more in-depth look at this Idea of the Week and other case studies, visit AdAge and CMDglobal's Inspiration site.

AEG Billboard

AEG wanted to promote the fact that its new washing-machine models were virtually silent. Its solution was to highlight the issue of noise in five European cities.

Large-format outdoor sites were installed at busy road crossings complete with LED decibel monitors in Berlin, Brussels, London, Madrid and Milan.

The screens displayed live decibel readings updated every two to three seconds, 24 hours a day, and contrasted perfectly with AEG's tagline: "In a noisy world, appliances that aren't."

The readings from the decibel monitors could also be viewed online at a special website.

~~~ is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists. Subscribers also receive a quarterly copy of Cream magazine, which includes the best of the new campaigns added to CMDglobal as well as exclusive insight and analysis and a creativity tracker for the world's major media networks.
In this article: