Statistically, washing machines are bought in cycles of seven years. In between, engagement in the segment is basically non-existent, which is why it’s important to be top-of-mind at the end of the cycle. Our objective was to create awareness for Samsung’s new washing machine, Addwash, and make Samsung the preferred choice for our target audience.

We revamped a locale in central Stockholm, Sweden, from the ground up with new plumbing, washing machines, dryers, tiling, high-speed internet and state-of-the-art gaming computers. On Samsung’s owned channels as well as in paid social media ads, targeted towards gamers, we invited people in Sweden to visit LANdry. We launched LANdry as a one-day event, and given the success, Samsung is now looking into expanding the concept.

The event resulted in a film presenting the concept where you got to meet a teenager and his family at their home, a film that clearly shows that laundry is not a top priority in his life. We introduced them to LANdry and filmed their reactions and thoughts on the concept. We posted the film on Youtube and social media, as press releases were sent to news sites in tech, gaming, media and family life. LANdry then spread organically.