We asked ourselves the question, “How can we show a simple function of a product in a memorable and shocking way?” We decided to create a visually shocking demonstration by making it possible for a pianist to perform on a musical stage midair, created by the powerful suction force of Electrolux.

The total weight of the grand piano, pianist and the chair was 400kg. In order to lift this weight, we needed total of three wireless vacuums. Lifting the piano only with the suction force of three wireless vacuum cleaners was made possible by a rubber suction plate created to connect the piano and the vacuums. As a result, we were able to beautifully capture the moment of piano being lifted five stories high by the power of the wireless vacuums in the middle of the street.

This campaign went live with the title . With increasing shares on various video platforms and communities like YouTube and Facebook, the video recorded 5.4M views. Furthermore, there were around 9,320 social media shares. Viewers showed positive reactions such as “I want to buy this vacuum!” and “This is so cool” The success of the campaign led to an increase in product purchase consideration and brand awareness.

Suction force is the biggest factor that consumers consider when purchasing a vacuum cleaner. Because consumers had a perception that wireless vacuum cleaners are not as strong in this force as the wired ones, there was a need to inform them that Electrolux’s wireless vacuum is as strong as any other types of vacuums. We want to change people's awareness by amazing image with its outstanding suction function to express artistic view.

Seeing is believing. We set our cores strategy as demonstrating the exceptional power of the wireless vacuum in an unexpected way. We executed this by casting a famous Korean Pianist, Yoon Han, to perform live on the piano that was hung by the wireless vacuum midair.

The wireless vacuum cleaner industry is growing in Korea. The convenience of the wireless vacuums is being praised but there are many skepticism over their suction force. In such status quo, we wanted to show the strong suction power of the Electrolux wireless vacuum in a unique way.