Newlyweds engage with the campaign through the lenticular print OOH on Korea’s ‘wedding street’. When they visit a Samsung store for consultation, they are gifted a rug designed in the same floor dimensions as the home appliance they are considering to buy. Once home, they can place the rug in different areas to see if the appliance would fit, and then use it for décor. When they decide to purchase the appliance, they can do so via the QR code on the rug’s tag. This optimized brand experience allowed Samsung to increase their sales of

household appliances by 590%.

South Korea has the highest population density among OECD countries. Space is limited, a fact evident in the size of homes. This poses a challenge for newlyweds, the primary consumers of household appliances.

Inaccurate measurements will lead to them placing the appliance in an inconvenient location, or worse, even returning it. It’s a loss for both the consumer and the brand. Shouldn’t there be an easier and more accurate way to ensure that an appliance will seamlessly fit into the space you want?

In Korea, it is common for couples to acquire most of their home appliances in a single purchase as they prepare for marriage. Typically, once a brand is chosen during this time, couples tend to remain loyal and often purchase additional appliances from that same brand. Therefore, it became crucial for Samsung to specifically target soon-to-be married couples. The campaign strategically disseminated through online communities related

to wedding preparations, home interior platforms, and other channels tailored to engage this specific demographic.

To increase the conversion rate from consideration to purchase, the rugs were strategically distributed. Prospective customers were offered a rug matching the specific appliance they were considering, aiming to encourage their initial purchase. Meanwhile, existing customers were presented with a rug related to a product they had previously bought. For instance, if someone had previously purchased a vacuum, they would receive a rug corresponding to an air purifier, for them to consider adding it to their home.

Samsung created rugs reflecting the exact floor dimensions as their home appliances. By simply laying out the rug, you can see how much space the appliance would need, but it also functions as décor in the home. There are ten distinct rugs corresponding to the ten most commonly purchased home appliances by soon-to-bemarried couples, including items like refrigerators, TVs, and washing machines. Each rug is thoughtfully designed, incorporating the pattern and color scheme of the respective appliance it represents, offering

consumers a tangible preview of how their living space would be transformed with the actual appliance in place.

From the brand's perspective, the rug serves as a form of 'integrated media,' seamlessly embedded into people's everyday lives. As visitors encounter the rug within homes, it acts as a constant reminder of the brand, naturally translating into increased brand presence in the minds of consumers.

In Korea, it is common for couples to acquire most of their home appliances in a single purchase as they prepare for marriage. Typically, once a brand is chosen during this time, couples tend to remain loyal and often purchase additional appliances from that same brand. Therefore, it became crucial for Samsung to specifically target soon-to-be married couples. The campaign strategically disseminated through online communities related

to wedding preparations, home interior platforms, and other channels tailored to engage this specific demographic.

To increase the conversion rate from consideration to purchase, the rugs were strategically distributed. Prospective customers were offered a rug matching the specific appliance they were considering, aiming to encourage their initial purchase. Meanwhile, existing customers were presented with a rug related to a product they had previously bought. For instance, if someone had previously purchased a vacuum, they would receive a rug corresponding to an air purifier.

The campaign was launched in time for the peak wedding season in Korea, September to October. During this period, Samsung’s rugs found their way into the homes of 12,790 couples.

For outdoor promotion, strategic locations frequented by soon-to-be married couples were chosen. In addition to the 'wedding street,' bus shelters featured lenticular print ads showcasing the rug laid out on the floor from one perspective and the corresponding appliance from another. Engagement was further increased through a jumbo DOOH display featuring a QR code, enabling consumers to get their own rug.

Given the tradition in Korea where the parents of soon-to-be married couples gift household appliances, print ads were strategically placed in 17 newspapers to target this specific audience.

The campaign ran in Samsung stores as well. A special wedding promotion was held in areas densely populated with newlyweds, resulting in the distribution of rugs to 3,600 couples.

Having introduced a new way for consumers to experience home appliances, the success of the campaign has prompted its expansion to other countries with high population density.

✓ Given to 12,790 soon-to-be-married couples

✓ +590% Increase in home appliance sales

✓ 0 Returns due to sizing errors

✓ 77,000,000 Media impressions

"The most beautiful measuring device" VOGUE

"Clever, useful, and pretty to look at" GQ

"Help greatly reduce the potential need for a return" HYPEBEAST

"Turning household floors into a reserved media" Campaign Brief Asia

"A win-win for both the customer and the brand" HUFFPOST