VMLY&R Vietnam has been awarded a second round of business from Samsung, after successfully launching the brand’s Eco Bubble washing machine in the market.
Building on the brand’s global 2019 EcoBubble campaign, which features a dirty bear using the Samsung EcoBubble washing machine to become a sparkling clean polar bear, VMLY&R was tasked with communicating the innovations of the front loading washing machine for a Vietnamese audience.
Minh Nguyen, Creative Director, VMLY&R Vietnam, said: “We carried out in-market consumer research to understand how best to position the product against various consumer touchpoints, both instore and online, and the Samsung Wash-Care concept was born.”
“We found that while ‘Wash-Care’ is a concept which exists for washing detergents and personal products like shampoo and other beauty products, there was little awareness among Vietnam consumers of the role that washing machines play in keeping your clothes clean, while also caring for the fabric. In fact, we found that most consumers think washing machines all do the same thing. This formed the basis of our campaign, with a focus on educating the public on just how different Samsung’s EcoBubble washing machine is, compared with other washing machines on the market.”
To do this, VMLY&R created an integrated marketing campaign spanning TV, online, and retail, to entertain and educate audiences across Vietnam, using Samsung’s bubble bear creative. This included the creation of a series of short form digital films to highlight the product’s winning features, from its ability to eliminate 99.9% bacteria in clothing, to its EcoBubble technology, which saves energy and the amount of detergent you need in each wash. VMLY&R also created a series of how-to tutorials and other creative content to educate audiences across a variety of segments, spanning tech-savvy, fabric care-conscious, health-conscious and environmentally conscious consumers. The content was communicated across the brand’s social media channels and instore.
The campaign received a huge response from the public, generating more than 1.2 million engagements across social media platforms, with over 36 million views during the campaign period. On the back of this success, Samsung reappointed VMLY&R to plan and execute phase 2 of the campaign running from October to December 2020.
A spokesperson at Samsung Vietnam said: “We were delighted by VMLY&R’s creativity and execution to launch our EcoBubble™ washing machine in the market. Phase 1 was all about translating the concept for the Vietnam audience, and educating them on what it is that makes the technology unique. We look forward to working with the team on the next phase, which we hope will continue to raise awareness of the product in a way that resonates with consumers across Vietnam.”
Phase 2 of the campaign will see VMLY&R working to strengthen the relevance of the Wash-Care concept for specific Vietnam consumer groups, working in partnership with local tech, high fashion and fitness opinion leaders.