2018 Brand Experience & Activation


Category F02. Low Budget / High Impact Campaign
Idea Creation WE ARE SOCIAL Milan, ITALY
Production WE ARE SOCIAL Milan, ITALY
Name Company Position
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.


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