http://influxinsights.com/blog/ 2008-10-07T04:34:13Z http://influxinsights.com/blog/article/1877/how-far-can-you-go-with-an-idea-that-s-bigger-than-your-product-.html <b>AEG Electrolux </b>has embarked on an interesting campaign in Europe, the company sells quieter washing machines and has <a target="_blank" href="http://www.noiseawareness.blogspot.com/">developed a campaign about noise pollution to sell them. </a><br><br>I've often talked about the need for brands to rally around a big idea that transcends their products, but I am not sure about this one. <br><br>It certainly works great in the cities where AEG's innovative interactive billboards inform citizens of noise levels, but it seems a little far removed from the washing machine that creates a fraction of the noise compared to construction work and of course, transportation. <br><br>On the positive side, it demonstrates good citizenship in helping drive awareness about an important and often ignored topic. I also wonder if AEG has got themselves wrapped up in an issue that's too big for them to make an impact?<br><br>When Unilever celebrated the goodness of kids getting dirty and playing, they could demonstrate their belief in the idea by taking urban kids on trips out to the countryside. <br><br>Other than pointing out the issue, I am not sure what role AEG can play? <br><br>While Unilever's kids can get their clothes clean with Lever detergent after playing in the dirt, I am not sure how quieter washing machines really help city noise levels.<br><br>Perhaps AEG needs to close the loop on this for us?<br><br>Any thoughts? <br><br><br>Posted by Ed Cotton Influx Insights 2008-05-15T16:45:32Z 50.680797145321655 10.3271484375