Cannes Lions

Washing Billboard

CHEIL, Beijing / SAMSUNG / 2017

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Overview

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Overview

Description

We chose a popular transfer station in Beijing, and then transformed a billboard advertisement of a Samsung washer placed in the station into a device with a functional Samsung washer in it that can actively engaged travelers who wait long time in the station for a connecting train. They can experience Samsung washing machine, knowing its outstanding quick wash feature without compromising on cleaning performance. We let consumers have a better understanding of Samsung washer. More importantly, Samsung helped travelers coming home happier and cleaner.

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.

Outcome

Washing billboard during the Spring Festival’s peak travel period caused over 3,000 loads washed. It influenced more than 260,000 people and over 2.3 million impressions. Samsung Washer online searches rose by 160%.

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