| Title | LANDRY |
| Brand | SAMSUNG ELECTRONICS NORDIC AB |
| Product/Service | SAMSUNG ADDWASH WASHING MACHINE |
| Category |
B07. Events & Stunts |
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Entrant
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DDB STOCKHOLM, SWEDEN
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Idea Creation
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DDB STOCKHOLM, SWEDEN
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Media Placement
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STARCOM Stockholm, SWEDEN
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PR
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WENDERFALCK Stockholm, SWEDEN
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Production
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CAMP DAVID Stockholm, SWEDEN
|
Credits
| Martin Runfors |
DDB Stockholm |
Creative |
| Dennis Phang |
DDB Stockholm |
Creative |
| Nick Christiansen |
DDB Stockholm |
Creative |
| Joel Ekstrand |
DDB Stockholm |
Creative |
| Ulrica Carlsson |
DDB Stockholm |
Account Manager |
| Christian Westelindh |
DDB Stockholm |
Account Director |
| Jacob Sandström |
DDB Stockholm |
Business Director |
| Andreas Bengtsson |
DDB Stockholm |
Graphic Designer |
| Daniel Israeli |
DDB Stockholm |
Special Ops |
| Per Welén |
DDB Stockholm |
Agency Producer |
The Campaign
Surveys show that teenagers start helping out at home at higher ages than before, if at all, which not only irritates parents but may also leave teenagers unprepared when leaving home. A major cause of this is the increased screen time with various social media and gaming.
We wanted to try and invert the trend, and get teenagers to help out at home, voluntarily. By combining a popular interest among teens – gaming – with a laundromat, we created LANdry. LANdry invited you to bring your dirty laundry and trade laundry time for gaming time. 1 hour washing = 1 hour gaming. The gaming stations were connected to the washers via wi-fi, letting you monitor your wash cycle and keep track of remaining gaming time. This also demonstrated the washers smart phone connectability.
Execution
We revamped a locale in central Stockholm, Sweden, from the ground up with new plumbing, washing machines, dryers, tiling, high-speed internet and state-of-the-art gaming computers. On Samsung’s owned channels as well as in paid social media ads, targeted towards gamers, we invited people in Sweden to visit LANdry. We launched LANdry as a one-day event, and given the success, Samsung is now looking into expanding the concept.
The event resulted in a film presenting the concept where you got to meet a teenager and his family at their home, a film that clearly shows that laundry is not a top priority in his life. We introduced them to LANdry and filmed their reactions and thoughts on the concept. We posted the film on Youtube and social media, as press releases were sent to news sites in tech, gaming, media and family life. LANdry then spread organically.
As of writing this, the film has over 22 million views. This together with wide coverage online with quotes such as Digital Trends’ “If this doesn’t get people to clean their clothes, we don’t know what will.”, Yahoo’s “A smart way of enticing teenagers to help out around the home.” and PSFK’s “This may just be one way to reach the tech-obsessed youth generation of today.” lead to over 68 million impressions. Most importantly, we got our tech savvy target audience curios about a low-interest product such as a washing machine.
The Situation
With LANdry, we launched a brand new concept merging the world of our target audience with an otherwise low-interest product. By cleverly placing something seemingly dull, a washing machine, in a new context of gaming and progressive technology, we got the internet talking about, and praising, the idea. LANdry features multiple interest points across different subjects such as gaming, technology, parenting and teen life, which made is possible to reach a wide segment of target audiences. The new approach of promoting a washing machine helped establish Samsung as the most innovative brand in the category.
The Strategy
We want to prove that Samsung’s products can make a difference in a real situation, and elevate the products innovative key features by putting it in a new, unexpected setting that is smart and relevant. By defying barriers and taking on real life problems we created an interesting story for our target audiences, modern families and young tech savvy adults, to spread organically. The nature of the idea made it possible reach media in a wide range of subjects, such as gaming, technology, parenting and family life.