How would one make a washing machine entertaining? That was the challenge faced by Taylor Herring, which met it with this original campaign that, in an unusual move for a PR firm, featured a TV ad and feature film.
Research found British adults spend an average of 61 days of their lives staring at washing machine spin cycles. This informed the idea of making a virtue of the perception of doing laundry as ‘boring’ by promoting the fastest Samsung washing machine to date via the artistic medium of ‘slow TV’ and film.
The campaign centred on a ground-breaking commercial – at 200 seconds, the longest single-shot ad ever screened on British TV. This was followed by Washing Machine – The Movie, which featured a 66-minute wash cycle set to an original score by Michael Nyman. After a red-carpet première the film was released, free, via Samsung channels.
The PR campaign smashed all targets and achieved its objectives of driving sales, fame and awareness, as well as sparking cultural conversations about the launch of a domestic appliance.
Worldwide press coverage included more than 300 features in the UK and 35 fully branded TV and radio features. There were more than 15 million Twitter impressions and 6.2 million video views.
The work also spurred a 238 per cent uplift in sales.
"Outstanding entry. Demonstrating that with creativity you really can PR anything"
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.