WASHING BILLBOARD

TitleWASHING BILLBOARD
BrandSAMSUNG
Product / ServiceWASHING MACHINE
CategoryA07. Corporate Image & Sponsorship
EntrantCHEIL WORLDWIDE Beijing, CHINA
Idea Creation CHEIL WORLDWIDE Beijing, CHINA
Media Placement MEDIALYTICS INC. Beijing, CHINA
Production BEIJING WOOFLY PRODUCTION CO.,LTD., CHINA

Credits

Name Company Position
Jacky Lung Cheil China Executive Creative Director
Dechun Qiu Cheil China Senior Creative Director
Junli Hu Cheil China Senior Art Director
Delong He Cheil China Associate Creative Director
Yanting Lin Cheil China Senior Copywriter
Hongting Wang Cheil China Art Director
Chen Sun Cheil China Producer
Wayne Geng Cheil China Account Manager

The Campaign

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.

Creative 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.

Results

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%. This seasonal campaign of Samsung gives travelers a chance to feel and look fresh during a long journey.

In this Chinese New Year, there is about 350 millions people going home for family reunion. We placed the Washing Billboard in a train station. During travelers’ long layover time in the station, 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, enhance the brand preference, and increase the sale. 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%.

Every year, China braces itself for the world’s greatest annual migration of people: the Chinese New Year travel rush. It is estimated that about 350 millions people need to go back to their hometown to celebrate the Chinese New Year with their family. We chose a popular transfer station in Beijing, and then transformed an old billboard advertisement of a Samsung washer placed in the station into a device with a functional Samsung washer in it that can actively engage travelers with the need and who wait long time in the station for connecting train. Washing Billboard enables consumers have a better understanding of Samsung washer. More importantly, it helped travelers coming home happier and cleaner.