The overall concept of the campaign was to demonstrate that power can speak silently with Rowenta.An interactive video gameplay called findtheforceofsilence.com was launched on November 20th 2011.

Internet users were invited to find the sound level of the Silence Force Extreme using the microphone of their computer. A decibel meter could measure the sound's force produced. To win, the Internet user had to produce a 62 decibel sound, which is the sound level of the vacuum cleaner. One Silence Force Extreme was given away every day. If the sound level was not correctly selected, the Internet users were exposed to surprising videos. They could also share their experiences via social media.

-300,000 players in only 3 weeks-3m page views-More than 50,000 registered for the prize give-aways-Up to 5,000 shared experiences including 1,000 tweets-A quote on a big French news channel (LCI) and more than 70 articles on leveraging websites and blogs appeared.