Cannes Lions

#NoMoreExcuses. For home tasks equality

SAMSUNG ELECTRONICS IBERIA, Madrid / SAMSUNG / 2018

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Overview

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Credits

Overview

Description

A study by IPSOS unttuped that just 3 out of 10 men usually do the laundry at home in Spain. But many of them find excuses like “I don’t know, I just don’t do it” to avoid it. SAMSUNG launched ADDWASH, a washing machine ease-to-use that could contributes to end this excuses. We created a social movement for equality based on the distribution of domestic roles.

We started the campaign creating a button-device (Arduino based) that couples at home could ask to SAMSUNG by social platforms, adding to their washing machine and interacting with it to defining who (she or he) is doing the laundry to challenge the study. People engaged with our button generating Big Data that we could cross with the IPSOS’s study to generate the campaign.

SAMSUNG have contributed to move numbers from 3 out of 10 to more than 48% of men doing laundry at home.

Execution

There were 2 waves. First focused on product specs like the side door using spaniard celebrities and the second one, very much more focused on Twitter, the global conversation to raise the issue of gender inequality. The campaign was gravitating on the insight from Ipsos. In Spain, Only 3 out of 10 men works the laundry machine at home. To revert the trend Samsung asked if the most connected town in the world could be as well the most equal.

1. IPSOS press release

2. TV commercial

3. Teaser phase

4. Results from JUN Town

5. Laundry Machine Chatbot on Twitter (unique in the World)

Outcome

THE CAMPAIGN GOAL WAS EMINENTLY SOCIAL, BECAUSE THE IMPORTANT THING WAS TO RAISE AWARENESS ON THE DEBATE ON THE INEQUALITIES EXISTING IN THE DOMESTIC AREA. OUR CAMPAIGN VIDEOS HAD MORE THAN 3 MILLION VISUALIZATIONS IN ONE WEEK ONLY ON THE SAMSUNG FACEBOOK PROFILE. ALSO, WE RECEIVED IMPACTS ON 4 CONTINENTS (ASIA, OCEANIA, AMERICA AND EUROPE) JUST WITH THE JUN TOWN ACTION ON TWITTER, OBTAINING 227.600 REACTIONS IN TWITTER AND 23.9 MILLON IMPRESIONS OF THE CAMPAIGN TWEETS.

BUT THE MOST RELEVANT DATA OF ALL IS: 48% MEN (VS) 52% WOMEN. AT FIRST SIGHT DOES NOT SAY A LOT, BUT IT’S THE PORCENTAGE OF MEN AND WOMEN DOING THE LAUNDRY IN JUN IN OUR SOCIAL EXPERIMENT TO GET THE EQUITY IN THE EQUALITY DISTRIBUTION OF CHORES. IN JUN WE ALMOST ACHIEVE IT.

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