With retail showrooms closed Samsung had to find another way of selling big ticket items via Toaster Singapore
During the height of the pandemic in 2020, Samsung launched its most advanced and priciest smart refrigerator: the Family Hub. With showrooms closed, the main sales channel for big ticket items such as this wasn’t an option. To counter this, Toaster Singapore used predictive data modelling to understand the premium refrigerator intenders of Singapore and unleashed the most engaging digital first product demonstration across their decision journey funnel.
For most people, a fridge is where they store their food to extend its life. But there are people who see it for something more. These people are not looking for a device that stays tucked away in a corner of the kitchen. They’re looking for a piece of machinery that can turn as many heads as the tasks it can tackle. They’re looking for a fridge that doesn’t just store food, it stores ideas, inspiration, Instagram updates and messages from loved ones. A fridge that can play you the hottest tracks while dispensing ice. A fridge that can offer recipe suggestions to help turn Broccoli from yucky to yummy for your kids. These people are looking for a fridge that promises aesthetic appeal just as much as it promises ease, convenience and efficiency in their lives. They’re looking for a fridge that looks pretty and thinks smartly. In other words, they’re looking for the new Samsung Family Hub 5.0. A fridge that is not just beautiful or smart. It is a unique blend of both. It is Beautifully Smart.
A campaign engagement score that was 62% higher than the average for the category, and against all odds, the final sales figures indicated that the campaign smashed the original KPI and achieved 125% sales target.
Credits
Agency: Toaster Singapore
Account Director: Saufi Salleh
Art Director: Vincent Tanara
Art Director: Farhan Haniff
Assoc Creative Director: Alvaro Bruch
Associate Account Director: Vanessa Soh
Creative Director: Karn Singh
Creative Group Head: Manisha Sharma
Executive Creative Director: vinod savio
Head of Creative Technology: Oliver Dooley
Head of Strategy: Udara Withana
Motion Graphics Designer: Mujib Jamin
Motion Graphics Designer: Cho Zan Aung
Motion Graphics Designer: En Hui
