The Brief

Samsung dehumidifier needed a point of difference in a fiercely competitive marketplace of more than 50 dehumidifier brands. We needed to grab attention of new customers who have difficulties maintaining the optimal humidity level because they don’t know when to use the dehumidifier.

Describe how the promotion developed from concept to implementation

We created the humidity alarm bear, a doorknob hanger with moisture-sensitive ink that makes the humidity visible through its color. They were distributed at stores for customers who purchased the dehumidifier. Through this campaign, people knew when to turn on the dehumidifier by looking at the bear’s color and maintaining optimal humidity became easier than ever before.

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

Sales increased 7 times than last year’s and the product became more fun to use The Humidity Alarm Bear featured in various media including doorknob hanger, TV, print, and OOH etc. with Youtube views reaching more than 2million. Not only has the bear differentiated the product from its competitor, but also has helped customers use their dehumidifiers properly after purchase.

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

Humidity is normally invisible, however, the humidity alarm bear is the first character to make the humidity visible. In addition, the bear character was made exclusively for the brand, therefore, giving the brand a unique image compared to its competitors.