Title | WASHING BILLBOARD |
Brand | SAMSUNG |
Product / Service | WASHING MACHINE |
Category | A07. Corporate Image & Sponsorship |
Entrant | CHEIL WORLDWIDE Beijing, CHINA |
Idea Creation | CHEIL WORLDWIDE Beijing, CHINA |
Media Placement | MEDIALYTICS INC. Beijing, CHINA |
Production | BEIJING WOOFLY PRODUCTION CO.,LTD., CHINA |
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 |
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.
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.
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.
We transformed an old billboard advertisement of Samsung washing machine in a train station into a new device with a functional washer in it that actively engaged people. During the Chinese New Year travel rush, the washing billboard influenced more than 260,000 people, and became an innovative media.
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.