# Muted Orchestra Campaigns This Electrolux Ergothree Promotion Forced an Ensemble to Be Quiet By Alexander Lam | Published 2013-07-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/electrolux-ergothree References: [creativecriminals](http://creativecriminals.com/ambient/electrolux-43db-symphony/) & [electrolux.co.jp](http://www.electrolux.co.jp/ergothree/) A campaign for the [Electrolux](https://www.trendhunter.com/trends/kitchen-appliance-hub) Ergothree [vacuum cleaner](https://www.trendhunter.com/trends/doric-vacuum-cleaner-concept) challenged an orchestra to play 'Carmen' while keeping the noise level under 43dB. Electrolux chose 43dB because that's approximately how loud an Ergothree vacuum is. In front of a live audience, the orchestra set out to play the song as quietly as possible. This proved to be a significant challenge since Carmen was not meant to be played quietly. If the orchestra went over 43dB, a screen behind the stage would turn red and a flashing light would go off. The campaign was conceived and implemented by ad agency [TBWA](https://www.trendhunter.com/trends/balloon-product-test)\HAKUHODO. TBWA\HAKUHODO developed the promotion in an effort to promote the Ergothree in the Japanese market. The ad agency worked to brand the device as a calm and peaceful alternative to traditional vacuums. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 13% | Activity: 46% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Silent Performance:** Exploring the concept of performing music with minimal noise disruptions presents opportunities for disruptive innovation in the entertainment industry. - **Noise Reduction Technology:** Developing advanced noise reduction technologies for household appliances presents opportunities for disruptive innovation in the home appliance industry. - **Targeted Marketing Campaigns:** Creating unique and attention-grabbing marketing campaigns that align with the product features can result in disruptive innovation opportunities in the advertising industry. ### Sectors Adopting This - **Entertainment:** Introducing innovative approaches to performing music and creating silent experiences for audiences presents disruptive innovation opportunities in the entertainment industry. - **Home Appliances:** Developing and implementing noise reduction technologies in household appliances can revolutionize the home appliance industry by offering quieter and more peaceful alternatives. - **Advertising:** Using targeted marketing campaigns that leverage unique concepts and product features can disrupt the advertising industry by capturing audience attention and creating memorable experiences. ## Related on Trend Hunter - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Sonic Cell Campaigns](https://www.trendhunter.com/trends/the-most-beautiful-sound.md) - [Piano-Centric Campaigns](https://www.trendhunter.com/trends/kawai-pianos.md) - [Music-Centric Holiday Campaigns](https://www.trendhunter.com/trends/unwrap-expression.md) - [Noise-Reducing Digital Drum Sets](https://www.trendhunter.com/trends/roland-vdrums-quiet-design.md) - [Minimizing Phone Usage Initiatives](https://www.trendhunter.com/trends/heinekens-latest-campaign.md) - [Whisper-Quiet Dishwashers](https://www.trendhunter.com/trends/aeg-new-favorit.md) - [Calming Audio Escapes](https://www.trendhunter.com/trends/activation-at-kings-cross.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md)