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.
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.
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?
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.
Other than pointing out the issue, I am not sure what role AEG can play?
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.
Perhaps AEG needs to close the loop on this for us?
Any thoughts?
Posted by Ed Cotton
Noise Pollution- AEG
Focus group of one here: But, although I see AEG's need to leverage SOMETHING memorable amongst a category of same 'ol-same 'ol clothes cleaning clones; the "quiet" functionality is just too far removed from the context of the user experience on the streets, and thus lost. Interesting, sure. Relevant, a stretch. Applicable as demonstrated, not so much. I think rallying around concepts and ideas that transcend the product are key as long as they are digested in a manner that maintains impact, responsibly. Maybe it just raises a question about shops needing to be more cognizant of the relationship between what they produce and the meaning (and mental digestion) it has within the context of its delivery?
Posted by Kyle Toyama - Glass McClure on 05/05/2024 08:26 PM
Focus group of one here: But, although I see AEG's need to leverage SOMETHING memorable amongst a category of same 'ol-same 'ol clothes cleaning clones; the "quiet" functionality is just too far removed from the context of the user experience on the streets, and thus lost. Interesting, sure. Relevant, a stretch. Applicable as demonstrated, not so much. I think rallying around concepts and ideas that transcend the product are key as long as they are digested in a manner that maintains impact, responsibly. Maybe it just raises a question about shops needing to be more cognizant of the relationship between what they produce and the meaning (and mental digestion) it has within the context of its delivery?

Quiet appliances
As one of the people behind the campaign, I appreciate the comments, as feedback on our activities is always welcome. In our view, it more a matter of relevance than magnitude. Of course there are many sources of noise that we cannot influence with quiet(er) appliances - airplanes, jackhammers, the neighbour's stereo etc - but noise does play a role in how you can manage your home. Being able to run the washing machine overnight without disturbing your sleep, or doing the dishes in the dishwasher while enjoying a dinner conversation in the kitchen may seem like small matters to some, but when faced with a busy life every little detail that helps smooth the running of the home matters. In our experience, many people overlook the importance of quiet operations of their appliances and this is what we wanted to dramatize with the campaign.
Posted by Mats Rönne on 05/07/2024 05:29 AM
As one of the people behind the campaign, I appreciate the comments, as feedback on our activities is always welcome. In our view, it more a matter of relevance than magnitude. Of course there are many sources of noise that we cannot influence with quiet(er) appliances - airplanes, jackhammers, the neighbour's stereo etc - but noise does play a role in how you can manage your home. Being able to run the washing machine overnight without disturbing your sleep, or doing the dishes in the dishwasher while enjoying a dinner conversation in the kitchen may seem like small matters to some, but when faced with a busy life every little detail that helps smooth the running of the home matters. In our experience, many people overlook the importance of quiet operations of their appliances and this is what we wanted to dramatize with the campaign.

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