Miele washing machines are among the quietest in the market - and low

noise level is the key purchase driver in the category. But this home

appliance brand is still relatively unknown in Russia. So we needed our

message about quietness to be 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.

Where do you need silence the most? In a recording studio.

Where do you find a lot of washing machines? In a laundry.

So we took a real working laundry and turned it into a recording studio.

Laundry Records. We kept all the washing machines.

A legend of Russian pop-music and a popular blogger Dmitry Malikov wrote a

special composition for the project – “Keep Spinning”. And we recorded him

playing it live in the studio. All the washing machines kept working right next

to the musicians. We recorded a video for the track, and everyone

could see the machines work in the background.

Specially for those who doubted that the recording was for real, Miele opened

applications for free recording sessions in Laundry Records. And released

those as videos too.

All the tracks were released as an album on all major music platforms to let

everyone hear Miele’s silence.

To reach our target audience of wealthy Russians we needed to create

content that stands out, while staying premium and conservative.

We chose a relevant celebrity and integrated our message into new content

from him - a specially composed new track and a music video for it (which the

artist doesn’t release as often).

Then we made sure the news reached them by promoting the project in

relevant press and digital editions, and made the track accessible on all the

major music platforms - Youtube, Spotify, iTunes, Deezer, Yandex.music.

We increased the reach by inviting more relevant musicians to record in our

studio and releasing music videos with them as well, making their fans join

the buzz around Miele washing machines.

We found a laundry in a hotel’s basement that uses Miele’s washing

machines and turned it into a recording studio. We rebuilt it in 7 nights,

because the laundry was being used during the day. The washing machines

kept working during every take. And our star even lent us his concert shirt to

wash during the recording - and we released the detail later as an easter egg.

We received hundreds of applications for free recordings and chose the

artists most relevant to our target audience. They were invited to Laundry

Records and recorded 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.

Thanks to the unusual idea behind the content we got a lot of free PR from

media that wrote about us - over 5,767,000 ? worth. The total OTS was

249,906,719 which is almost twice the population of Russia. The CTR of

Malikov’s video was twice higher than the average, and a lot of people got

interested in the project and submitted their application for the next stage. All

of that just during the first week after launch - and the project is still going.