The Brief

Samsung created a whole new type of refrigerator named the Zipel Food Showcase. However it was an unfamiliar concept for consumers and something had to be done to make them understand how it works. So Samsung started Food Showcase School inside a mega supermarket. From entrance to exit, consumers went through fun and easy lessons on Food Showcase step by step. They could fully understand the Food Showcase just by shopping groceries, and adapted to the idea of Incase and Showcase.

Describe how the promotion developed from concept to implementation

We created Food Showcase School inside a supermarket. The housewives, the main target audience for Zipel, could learn about Food Showcase step by step as they shop groceries. With all the ingredients and food in display, a supermarket was the perfect place for the showcase lesson. The lessons consist of warm-up, main lesson, review and wrap-up. It was designed to align with the flow of consumers’ usual grocery shopping. Throughout the lesson, consumers could experience firsthand the innovativeness and convenience of the Zipel Food Showcase, leading to actual purchase.

Describe the success of the promotion with both client and consumer including some quantifiable results

After the shopping lesson, consumers were fully acquainted with the Food Showcase, and it became a huge hit. In the supermarket where the Showcase School was held, sales of Food Showcase increased by 600%. In sales of all Samsung refrigerator products, the share of Food Showcase type increased by double. The most important outcome was recognition by consumers that a totally unique refrigerator was launched in a totally unique manner.

Explain why the method of promotion was most relevant to the product or service

As the No.1 refrigerator brand in Korea, Samsung Zipel is leading the market by always introducing innovative products. Food Showcase, launched in March 2013, is a whole new level of refrigerator, with two separate refrigerating units. Raw ingredients can be stored fresh in inner case, and food can be stored in outer Showcase. It is truly something new! But it also meant that this innovative concept could be unfamiliar to people at first. Samsung started thinking about an effective way to make people understand the new concept.