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.

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.

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.

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.

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.