CHALLENGE Parex distributes a range of appliances from diverse brands and wanted to promote their kitchen appliances cost-effectively. APPROACH To save Parex the cost of advertising each brand separately, we devised a website that cleverly linked the products with a compelling premise. Using the insight that noise is the bane of today’s open plan homes, we created the Quiet Kitchens site as a source of consumer information, showcasing the quietest brands for modern kitchens and advice from top decorators. OUTCOME The “unbiased” angle paid off. In the first two months, the site received 9,000 visitors, and almost a quarter joined our database.