| Title | THE ILEGAL HOUR |
| Brand | SAMSUNG |
| Product/Service | QUICKDRIVE |
| Category |
F02. Low Budget / High Impact Campaign |
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Entrant
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WE ARE SOCIAL Milan, ITALY
|
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Idea Creation
|
WE ARE SOCIAL Milan, ITALY
|
|
Production
|
WE ARE SOCIAL Milan, ITALY
|
Credits
| Alessandro Sciarpelletti |
We Are Social |
Creative Director |
| Paulo Gonzalez |
We Are Social |
Associate Creative Director |
| Daniele Piazza |
We Are Social |
Production Creative Director |
| Dario Lo Nardo |
We Are Social |
Senior Creative |
| Mattia Lacchini |
We Are Social |
Art Director Supervisor |
| Alessia Milla |
We Are Social |
Art Director |
| Stefano Knoll |
We Are Social |
Senior Art Director |
| Paola Cantella |
We Are Social |
Junior Creative |
| Giulia Camedda |
We Are Social |
Junior Art Director |
| Pietro Zambetti |
We Are Social |
Account Director |
| Giorgia Ricciardi |
We Are Social |
Account Manager |
| Matilde Negrini |
We Are Social |
Account Executive |
| Erica Mattaliano |
We Are Social |
Account Executive |
| Federico Scaglia |
We Are Social |
Content Specialist |
Provide budget details
22.000 euro
Why is this work relevant for Brand Experience & Activation ?
This campaign shows how a simple but strong insight could activate people to consider, and buy an expensive, and not so “appealing” product online during a not very common “shopping hour”.
We hijacked THE DAYLIGHT SAVING TIME turning this exact moment into a one hour pre-selling promo active only from 1 to 2 a.m.
So, while when the world was setting the clocks forward one hour on samsung.com people could buy the washing machine that will get back one hour.
Background
Samsung asked us to launch online QuickDrive, their most expensive washing machine, capable of reducing laundry time by up to 1 hour.
Describe the creative idea
On the 25th of March, we launched the #ILLEGALHOUR:
a one hour pre-selling promo active only from 1 a.m. to 2 a.m.
We hijacked the most famous, discussed, hated TIME-SAVER in the world: THE DAYLIGHT SAVING TIME turning into a consumer activation available only for 1 hour.
Describe the strategy
People hate to waste their time. Every year, this feeling intensifies around Daylight Saving Time. On social media people share their frustration about losing one hour writing tons and tons of posts.
Exploiting the simple QuickDrive USP: reducing laundry time by up to 1 hour we create a storytelling activation based on this universal truth: if the daylight saving stole an hour from you, now you can get back in a wash.
Describe the execution
The special activation has been spread through social media thanks to a dedicated editorial strategy revolved around 3 phases:
PHASE 1(week 5-11 march) AWARENESS - product focus
PHASE 2 (week 12-18 march) - CONSIDERATION - campaign launch
PHASE 3 (week 19-24 march) CONVERSION - drive to site
List the results
+500 washing machine sold out of stock in 18 minutes
E-commerce traffic +720%
1 sale every 2.4 seconds
Reach: 22 Million