The agency made a virtue of laundry’s ‘boring’ reputation to promote Samsung’s fastest washing machine yet, using a 200-second spot – the longest single-shot ad ever aired on UK TV – and a 66-minute film showing a wash cycle, set to an original Michael Nyman score. Extensive coverage drove a 238 per cent sales uplift.
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.