SUB CATEGORY :

AMBIENT: SMALL SCALE

COMPANY ENTERING :

CHEIL WORLDWIDE, SEOUL

TITLE :

ALL YOU NEED IS A RUG

BRAND :

SAMSUNG ELECTRONICS HOME APPLIANCES

ADVERTISER :

SAMSUNG ELECTRONICS

AGENCY :

CHEIL WORLDWIDE, SEOUL

CREATIVE DIRECTOR :

SEONGPHIL HWANG

ART DIRECTOR :

TAEYUL KO

COPYWRITER :

SEUNGREE KANG

ACCOUNT DIRECTOR :

CHUNHAK IM

ACCOUNT EXECUTIVE :

JINHWA RYU/JIHO SHIN/DUIN KWON/GILWON JANG

MEDIA AGENCY :

CHEIL WORLDWIDE, SEOUL

PR AGENCY :

CHEIL WORLDWIDE, SEOUL

FILM PRODUCTION COMPANY :

JUNPASANG PRODUCTION, SEOUL/
ALL DIRECTION, SEOUL/PARTZAN/FREE LIGHT, SEOUL

DIRECTOR :

BONGUN JEONG

DIRECTOR OF PHOTOGRAPHY :

JOONYOUNG JANG

GAFFER :

HEEBONG NOH

ASSISTANT DIRECTOR :

MINHA LEE

EXECUTIVE PRODUCER :

KYOUNGHYUN KIM

CM PLANNER :

SEUNGHYUN JO

POST-PRODUCTION COMPANY :

VISION HOLDINGS, SEOUL

EDITOR :

SANGKYU PARK

COLORIST :

CHANGBEEN YU

VFX SPECIALISTA :

INSU JANG

SOUND PRODUCTION COMPANY :

WONDERWALL MUSIC, SEOUL/STONE SOUND RAW, SEOUL

SOUND DESIGNER :

SUNMI AN

SOUND PRODUCER :

SUNMI AN

PRINT PRODUCTION COMPANY :

BOUNCE CREATIVE, SEOUL

DESIGNER :

WANMO KOO/JEAKYUN KIM/SUNGJIN LEE

CAMPAIGN SUMMARY :

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 lead to them placing
the appliance in an inconvenient location, or worse, even returning it.
It’s a loss for both consumer and brand. Shouldn’t there be an easier and more accurate way to ensure that an appliance will seamlessly fit into a desired space?
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 rugs corresponding to the ten most commonly purchased home appliances by soon-to-be-married couples.
Each rug is thoughtfully designed, incorporating the pattern and color scheme of the appliance it represents, offering consumers a tangible preview of how their living space would be transformed with the actual appliance in place.
To target these young couples, the campaign was launched in time for peak wedding season in Korea, September to October. It disseminated through online communities related to wedding preparations,
home interior platforms, and other channels tailored to engage this specific demographic. 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.
✓ 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

CREATIVITY/IDEA/INSIGHT :

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-be-married 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. This heightened share of mind would inherently translate into a broader share of the market for the brand.

STRATEGY :

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.
Direct purchase of the appliance was made possible through
the QR code embedded in the 'D2C Tag' on the rug. Scanning the code takes users straight to Samsung's online website, establishing a direct connection between consumers and the brand's online store.

EXECUTION :

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 Digital Out-of-Home (DOOH) display featuring a QR code, enabling consumers to get their own rug. DOOH displays were strategically placed in areas with high foot traffic.
Given the tradition in Korea where the parents of soon-to-be married couples gift household appliances, print ads were strategically placed
in newspapers to target this specific audience. The 'All You Need Is
a RUG' print campaign ran in 17 newspapers, including those with
the highest circulation.
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.

RESULT :

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