Spikes Asia

Washing Billboard

CHEIL, Beijing / SAMSUNG / 2017

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Overview

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Overview

Background

Every year, China braces itself for the world’s greatest annual migration of people: the Chinese New Year travel rush. It is estimated that about 350 millions people need to go back to their hometown to celebrate the Chinese New Year with their family. China is big enough for most of them to travel for days including hours of layover time. People have 16 hours journey in average. Some people need to take 5 modes of transportation to get home. People always want to look their best for their family reunion; however, it’s hard to keep clothes clean when travelling for days. Therefore, how could Samsung help travellers arrive home cleaner and happier during this holiday season?

Description

During the Chinese New Year travel rush, we chose a popular transfer station in Beijing, and then transformed the original billboard advertisement of a Samsung washer placed in the station into device with a functional Samsung washer in it that can actively engaged travelers who wait long time in the station. We installed 6 Washing Billboard in the train station. This device preset with 15-minute quick wash and 21-minute drying. Users can take a detergent pill from a tack installed inside the billboard. With a digital timer on the billboard, the device can notice user the remaining washing time. It engaged travelers who wait long time in the station for a connecting train. This seasonal campaign of Samsung gave travelers a chance to feel and look fresh during a long journey.

Execution

During the Chinese New Year travel rush, we chose a popular transfer station in Beijing, and then transformed original billboard advertisement of a Samsung washer placed in the station into a functional washing device with a designed detergent pills track. We installed 6 Washing Billboard in the train station. Washing Billboard can quick wash and dry in 36 minutes. It engaged travelers who wait long time in the station for a connecting train. This seasonal campaign of Samsung gave travelers a chance to feel and look fresh during a long journey.

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2023, SAMSUNG

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