7,700 people experienced the guerilla performance of a wedding proposal which happened at two multiplex movie theaters during four days, and 120,000 were exposed to posters, trailers and images of diamond necklaces. Total of 127,700 people were exposed to the marketing campaign of .Since this campaign had launched, a large number of Internet users have posted articles about the guerilla performance of the wedding proposal on their blogs and on web communities.

Aggressive promotions with interesting TV commercials finally made a synergy to motivate consumers to have interests in Samsung drum washers so that it increases its sales.

This marketing campaign dramatically grew its market share.Since a new product was launched on the end of April, it made a record selling of 4,000 diamond drum washers just in a month.Describe how the campaign/entry was launched and executed across each channel in the order of implementationAn active promotion of was undertaken at the theater.The movie poster and banners for the fake movie , was placed on "Now showing" movie lists over the theater while a movie trailer for was on PDP in the theater to get attention from audiences who visit the theater.

Furthermore, they showed the Guerilla performance four times in which a man proposes to a woman with a diamond ring which incredibly provokes people's attention.Also, they exposed images of a diamond necklace in the lady's room for the constant appealing of diamond. With TV commercials, this integrated marketing communication lasted for two months.