Samsung UK
The Power Play
This was an earned media campaign where the role for strategy was to find a way to grab attention for a product category that usually doesn’t get any.
Mischief was asked to launch a new vacuum, the Bespoke Jet Ultra AI, in a way the positions Samsung as a credible force in the high-end vacuum market.
After initial research, I had a thought I couldn’t get out of my head:
There isn’t a high-end vacuum
market, there’s a Dyson market.
If we were going to do this, we had to get front of mind with audiences who’ve already made up their mind, by stealing share of voice from Dyson.
Make the most powerful name in vacuums,
acknowledge the world’ most powerful vacuum.
From here I had a clear strategic narrative:
Which informed a daring creative concept: send James Dyson, the Samsung Bespoke Jet Ultra AI for this birthday.
Spoiler: he did not accept.
But we got some incredible content out of it, and Dyson HQ had to upgrade their front of house security protocols. Oops!
But the celebrations didn’t stop there – Samsung decided to throw a birthday party for Mr D. at their iconic Kings Cross store the next day.
He didn’t turn up, but we gave away 78 vacuums in his honour.
The catch? You just had bring along a birthday card for the big man himself.
228
pieces of media coverage, including national news, consumer tech, lifestyle, and marketing press
43.2%
18%
increase in SOV, overtaking Dyson as leaders in the category
increase in click-throughs to Samsung vacuum web store pages