Cannes Lions

POWERbot

CHEIL HONG KONG, Hong Kong / SAMSUNG / 2023

Digital Proof JPG
Digital Proof JPG
Digital Proof JPG

Overview

Entries

Credits

Overview

Background

Our objective was to promote Samsung POWERbot to a wider audience and provide a compelling reason to switch to robot vacuums.

Execution

HEADLINE: Covers every nook and cranny

IDEA: Maximum cleaning. Minimal effort.

Without going into boring (but powerful) tech specs, Samsung POWERbot is the smartest robot vacuum on the market—effortlessly covering every nook and cranny of your home, leaving it spotless with no effort required on your part.

To showcase the juxtaposition between maximum cleaning and minimal effort, we used a visual analogy.

With the POWERbot hard at work, it's as if you were meticulously cleaning every corner and crevice of the room by hand, even reaching the most inaccessible spots.

In reality, of course, you just sit back, relax and let the POWERbot do the work for you.

The campaign struck a chord with its audience. The visual analogy became a striking representation of the brand—whilst creating a compelling reason to switch (to robot vacuums).

Outcome

HEADLINE: Covers every nook and cranny

IDEA: Maximum cleaning. Minimal effort.

Without going into boring (but powerful) tech specs, Samsung POWERbot is the smartest robot vacuum on the market—effortlessly covering every nook and cranny of your home, leaving it spotless with no effort required on your part.

To showcase the juxtaposition between maximum cleaning and minimal effort, we used a visual analogy.

With the POWERbot hard at work, it's as if you were meticulously cleaning every corner and crevice of the room by hand, even reaching the most inaccessible spots.

In reality, of course, you just sit back, relax and let the POWERbot do the work for you.

The campaign struck a chord with its audience. The visual analogy became a striking representation of the brand—whilst creating a compelling reason to switch (to robot vacuums).

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