This activity, which also scooped the Best Use of Creativity award, is a wonderful example of integrated thinking being employed successfully in a creative, modern, cross-discipline campaign for Samsung’s QuickDrive washing machine.
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 ‘boring’ nature of doing laundry by using the artistic medium of ‘slow TV’ and film to promote the fastest Samsung washing machine to date.
A ground-breaking commercial – which, at 200 seconds, was the longest single-shot ad ever screened on British TV – was followed by ‘Washing Machine – The Movie’, which featured footage of a 66-minute fast cotton wash cycle accompanied by an original score composed and performed by Michael Nyman. The movie even received a red-carpet première attended by media, film critics and influencers, and was subsequently made available 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 a domestic-appliance launch. 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 across all content.
The campaign also spurred a 238 per cent uplift in sales.
"A very well-thought-through campaign, taking a culturally resonant idea across many channels"
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.