Samsung Spain
Client: Samsung Spain
Product: TV The Frame
Title: The Art Of Hack
Media: Web, Social media, Digital platforms
Country: Spain
Date Of Campaign: November 2023
Background: In 2023, the financial situation in Spain was not the best. The unstoppable rise in inflation coupled with precarious salaries made the Spanish middle class focus more on price than quality. With this situation, Samsung had to launch new models of Samsung's premium TVs just when the TV market registered double-digit drops in sales. So to sell The Frame, the TV of art, we thought of a clever trick to reduce its price, but not its value. Art in Spain only pays 10% VAT instead of the usual 21% for other "just simply TVs". That's how The art of hack was born…
Idea: Instead of just doing another campaign with discounts, Samsung created The Art of Hack, a Trojan idea for consumers to create their own sales. We did it through www.theartofhack.es, a website that incorporates a Paint-like drawing tool created specifically for this promotion.Customers not only became artists, but also enjoyed an innovative and creative shopping experience. In which they had the opportunity to design their own "masterpiece" that could be exchanged for an 11% discount on the art TV.An idea that takes advantage of a legal loophole created to turn a promo into an opportunity to be more competitive in the market. Positioning The frame is the only television on the market that, being shaped like a frame, allows you to acquire more than 1,600 pieces of art in wallpaper format in standby mode.
Results: The campaign reached the main national television and radio channels organically, achieving 2.8M media views. Generating record revenues with this TV model, closing 1/3 of last year's total sales in a single month. Increasing revenues of The frame by +55%. Multiplying by 400% the visits to the promo website.Beyond online, The art of hack had a direct offline impact on the thousands of attendees who visited the art and technology fair held in one of the largest spaces in the Spanish capital, Ifema, with 30,000m2. This creative and user-centric strategy achieved a high degree of interaction and engagement, with performance metrics that demonstrated a significant emotional impact on our audience.The conclusion of the campaign reveals that Spaniards love discounts above all else. In a country where sales and seasonal promotional moments are the main attraction, we decided to use creativity to increase the desirability of a premium TV without losing its value. A simple but impactful promotion that, using the insight of Spanish cunning, positioned The frame as Samsung's best-selling TV.
