RSS (latest case studies)Silence is golden
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Its strategy was to create awareness of the issue of noise in and outside of the people’s homes, while offering AEG laundry products as a potential solution. Rather than relying on the usual print ads or TV spots, it sought an out of home execution as innovative as its silent appliance technology.
It eventually decided to associate itself with International Noise Awareness Day, with the execution taking the form of giant banners erected at locations where lots of noise was generated – specifically major roads and busy junctions in five European city centres.
LED screens were integrated into the design of the banner and fed with the local decibel levels as measured by a remotely connected decibel meter. The screens displayed updated decibel readings every 2-3 seconds, 24 hours a day, which were also uploaded live onto a website – noiseawareness.co.uk – tracking the noise levels in Berlin, Brussels, London, Madrid and Milan.
The high decibel readings contrasted perfectly with the “quiet” brand messages printed below, including “In a noisy world, appliances that aren’t”.
In every city the eye-catching digital installations made a great impact with the public and observed by large volumes of stationary traffic waiting at junctions – when cars roared away it was clear that the screens were displaying in real time. Pedestrians, instead of just walking past the posters, would often pause to watch the live results before walking on, with many even deliberately shouting at the sign in an attempt to influence the readings.
It was also reported that motorcyclists were using the sites as a challenge to see how loud they could rev, and that the manager of the nightclub below the London poster had taken photos of the sign in the early hours of the morning to prove to the local council that he wasn’t making too much noise.
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