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: The art of the Hack reinvents the market of luxury products, showing itself reachable to a wider audience. Through a daring promotional campaign, Samsung positions The Frame, not only as the TV of art as before, but as the smartest (or cleverest) TV. A quality that Spaniards value highly and adore: the picaresque. Mixed with discounts, another thing they love above all else.An innovative idea that "hijacks" the Spanish tax system to allow TVs to be purchased as art. Since 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. Taking advantage of a legal loophole created to turn a promo into an opportunity to be more competitive in the market. Through a website-canvas www.theartofhack.es, users could upload or paint any drawing on the web and automatically obtain a discount for being classified as art. And pay exactly 11% less for the same product.
Results: - Organic campaign reached 2.8M views on top TV and radio national channels.- Sales hit 1/3 of last year's total in one month, with a +55% revenue for The Frame.- Website visits multiplied by 400% during the promotion.- Impacted and engaged thousands at a 30,000m² art & tech fair in IFEMA, Madrid. But the best results were customer purchase satisfaction through a fun shopping experience based on a killer strategy that helps build the brand beyond all the great data.
