Rowenta Find The Force Of Silence

Objective

Rowenta launched this interactive campaign to promote its new Silence Force Extrême vacuum cleaner line, a product emphasizing silent operation as a key differentiator. The brand aimed to challenge the conventional association between power and noise, positioning the vacuum's quietness not as a limitation but as a premium feature. The campaign generated consumer engagement and awareness through an interactive game combined with traditional advertising.

Solution

Players visited findtheforceofsilence.com to participate in a microphone-based interactive game where they had to match the exact sound level (decibels) produced by the Silence Force Extrême vacuum—all within less than two minutes. The campaign included supporting TV spots that showed dramatic contrasts between loud environments (roaring cars, jackhammers, stormy seas) and the silent vacuum cleaner. The game and advertising assets were created by Publicis Conseil Paris and Marcel agency, and ran from November 21 through December 31, 2011.