Well represented among the big players, winning the top award
The M&M Awards is an annual benchmark of industry excellence in Europe’s media and marketing arena, recognizing the most outstanding work in European media communications.
This year, Electrolux was the only appliance manufacturer shortlisted. Moreover, Electrolux clenched three awards for its “The world is noisy enough” (decibel poster) campaign. The campaign, run in the early part of 2008, cleverly communicated the benefits of the extrememly low noise level of appliances sold under the AEG-Electrolux brand.
Top award to Electrolux
Electrolux was awarded the top award, the “Campaign of the Year” prize. Electrolux was up against high-profile competitor campaigns such as Sony Ericsson’s “Take a music mind trip,” Royal Dutch Shell’s “Creative energy,” Puma’s “Until then,” HP’s “Take action. Make art” and Vodafone’s “UEFA promotion.”
Also, Electrolux was awarded two additional first prizes:
- The “Best use of creative media” award, beating shortlisted companies HP, Samsung and Sony Playstation.
- The“Best out of home” category, competing against Canon, Reebok, Nissan and the Canadian Tourist Commission.
In the “Best consumer goods campaign”, the AEG-Electrolux campaign again scored, this time taking second prize as “Highly Commended,” while HP’s “Take Action. Make Art” took first place.
“The World is noisy enough” campaign was developed by BBH and implemented by ZenithOptimedia, which swept the board with eight category wins (for clients Electrolux, HP and Puma) and picked up the “Media agency of the year” award.
Also awarded for good campaign results
“I think it is exciting to see that AEG- Electrolux can compete successfully alongside other world-class companies renowned for good advertising like Apple, Accenture, Airbus, Royal Dutch Shell, Ericsson, Canon and Nokia,” says Mats Rönne, European Media Director at Electrolux. “But importantly, this is not just a subjective judgement of creative work – the M&M Europe Awards reward results achieved, as well as the creative approach applied to deliver them.”
“I’m very proud of our performance at these awards,” says Alexander Bühl, AEG-Electrolux Brand Director, Europe. “The silent laundry campaign was a truly pan-European campaign and the key propositions for the campaign emerged during our first AEG-Electrolux creative workshop.”
“The aim of the campaign was to make noise an issue and position AEG-Electrolux as the antidote of noise,” he adds. “Post-campaign research with consumers showed that 45% who have seen the campaign consider noise level as purchase criteria for household appliances.”
About the M&M awards:
Held in London each year, there are 20 categories including “Best Launch Campaign”, “Best Use of International Media”, “Media Agency of the Year” and “Campaign of the Year”.
To be eligible for entry, a campaign must have run between April 1, 2007, and May 31, 2008, on pan-regional media and/or local media in two or more European countries. Global campaigns are eligible, but the awards focus on the European element of the campaign.
The panel of judges is made up of international marketing and media directors and leading figures from the agency world.
For more information call Electrolux media hotline +46 8 657 6507 or firstname.lastname@example.org