Miele: Silentmode

Thats the challenge we faced when trying to communicate the extraordinary quietness of the WWV980 WPS washing machine; and do it in a way that would capture the attention and curiosity of the target audience.

The primary challenge was to communicate the core feature of the WWV980 WPS washing machine—the exceptional silence—without being able to physically demonstrate the product’s performance. Given the nature of washing machines, it is incredibly difficult to convey the experience of “silence” through traditional advertising formats, especially on a screen. The campaign needed to find an innovative way to immerse the audience in the concept of silence while effectively showcasing the machine’s quiet operation.

We started by identifying the content consumption habits of our target audience. Then we built a special room where complete silence could be achieved. Then, in our Silence Room, we recorded podcasts with Serdar Kuzuloğlu and the names that most interested our target audience. But these podcasts had a special feature: two WWV980 WPS washing machines were running in Cotton 90°C, Extra Silent mode in the same room while the recordings were being made. No sound filters or plugins were used.

We published our content on both YouTube and Spotify. We drove traffic to our content with targeted Meta ads for each episode's topic. We implemented a BLS setup to better analyze the results. On the Spotify platform, we activated many uses such as Overlay, Sponsored, Audio, Leaderboard, and Homepage Takeover to highlight our podcast series.

We also included display ads, rich media, and advertorials on premium platforms such as Uplifers and The Magger in our plan.

This innovative approach successfully overcame the challenge of demonstrating the quietness of the washing machine. By creating a unique and immersive experience in the Silence Room and distributing the content across popular platforms, the campaign not only captured the target audience’s attention but also fostered strong engagement and brand recall. The results exceeded expectations, proving that creativity and strategic content distribution can effectively communicate product features that are difficult to demonstrate through traditional advertising formats.