Original content was crucial for this witty, effective campaign to publicise Samsung's fastest washing machine. It featured a 200-second ad of a machine cycle – the longest single shot ad ever screened on British TV – and 66-minute film showing a fast cotton wash cycle, accompanied by an original Michael Nyman score.
Domestic appliances are notoriously difficult to promote in terms of PR - none more so than white goods such as washing machines. In the UK you can currently choose from over 500 different models.
To many people they all look the same, many more find laundry a chore.
This entry details how a PR agency devised and executed a through the line creative idea which led the marketing strategy for a flagship product launch.
The disruptive campaign featured original research, a 'stunt' TV advert, a feature film, one of Britain's greatest composers and a super-smart washing machine.