Why is this work relevant for Brand Experience & Activation ?

Our campaign highlighted the Sun’s many deficiencies — its unreliability, its temperamental nature, its unavailability, its unpredictability and its “laziness” — to our benefit. Through each downside, we positioned the Samsung Heatpump Dryer with its upside and the simple takeout: Better than the sun. The campaign launch coincided with the rainy Monsoon Season (December to early March), which we used to great effect for tactical sustenance.

Background

The all-new Samsung Heatpump Dryer offered a load of technological advancements such as A+++ Energy Efficiency, SuperSpeed, Smart Control, Quick Dry programmes and more, which ultimately resulted in tremendous savings in both time and cost for the household. And by all accounts, this dryer should take off like hotcakes. But… How do you convince the inhabitants of one of the sunniest places in the world to use a dryer? Our key competitor was, is and always will be FREE — the Sun.

Describe the creative idea (20% of vote)

Rather than compete with other dryers in the market for a bigger piece of a very small pie, our campaign aimed at increasing the size of the overall pie by changing Singaporeans’ mindsets. We needed to take out the sun. But we also knew taking shots at the sun wasn’t going to win the game, so we just had to prove factually that we were better than it (and be to first to do it).

Describe the strategy (20% of vote)

Our campaign highlighted the Sun’s many deficiencies — its unreliability, its temperamental nature, its unavailability, its unpredictability and its “laziness” — to our benefit. Through each downside, we positioned the Samsung Heatpump Dryer with its upside and the simple takeout: Better than the sun. The campaign launch coincided with the rainy Monsoon Season (December to early March), which we used to great effect for tactical sustenance.

Describe the execution (30% of vote)

The launch campaign merely comprised of a single spot, a re-skinned website page, multiple social media posts, and one very wet prize. Brand Spot YouTube was the key channel for awareness with Facebook playing a supporting role. Website/Digital/Social To ensure a consistent message was told, and yet remain compliant with global guidelines, we re-skinned a fold of the product page to weave in the message. Social media ran a series of posts denouncing the sun whilst unequivocally stating our superiority. Lucky Draw To further emphasise the weakness of the sun, our lucky draw prize was to one of the wettest places on earth: Maui. Social media platforms were used to push this message to targeted audiences. Web Banners The brand spot was broken down to individual spots highlighting the dryer’s relevant benefits driving traffic to the website. Sustenance (Tactical) The rainy season provided an opportunity to upsell the dryer’s benefits.

List the results (30% of vote)

Sales targets of 170% Impressions targets of 243% Clickthrough targets of 156% Video view targets of 188%.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

With over 80% of Singapore’s population living in HDB flats, most locals are used to the idea of hanging laundry out to dry. And why not, even the flats come built with bamboo pole holders. The majority of Singaporeans don’t see the need for dryers, with over 50% viewing the product as non-essential. Out of every ten households in 2017/18, more than nine owned a washing machine, and only about two had a clothes dryer in their homes. But that wasn’t even the most challenging issue we had.