Problem
Consumer Pain Point: • Traditional washing machines often tangle clothes during the wash cycle, leading to fabric damage and reduced garment longevity.
Competitive Landscape: • Competitors’ campaigns typically focus on showing the washing machine or washing process, a predictable and uninspiring approach that fails to stand out in cluttered media spaces.
Communication Challenge: • Samsung needs a visually striking and emotionally engaging campaign that highlights the “tangle-free wash” feature while captivating users and driving interest at both press and retail touch points.
Idea
Visual storytelling through tangled brands: Instead of showing washing machines or washing cycles, the ad uses a visually creative narrative to depict renowned clothing brands’ logos tangled together. This symbolises the damage and entanglement caused by regular washing machines while hinting at samsung’s solution.
Press Ad Impact: The graphic design stands out in cluttered newspapers by being minimalist yet intriguing, ensuring maximum visibility and engagement.
Retail Poster Impact: The visual draws customers’ attention in stores, encouraging them to ask about the “tangle-free wash” feature and its benefits for garment care.
