Our client and their challenge
As a high-end presence in the home appliance market, Samsung wanted to respond to a worrying trend in buyers spending less on appliances. For fridges, buying trends showed that customers looked primarily at ‘below £400’ ranges: below the price range of a typical Samsung product.
In order to boost sales in 2017 during typically quieter months (February and March), and reduce dependence on more robust domestic appliance sales in the second half of the year, Samsung invited Big to help them develop a cashback campaign.
Any customer buying a qualifying home appliance within a certain period could claim back a cash reward, ranging from £20-£30. This imitated similar cashback campaigns from competitors, with the aim of winning back a slice of market share and increasing sales.
Our process and solution
Working within Samsung’s brand guidelines, Big developed a look and presence for the campaign, running from the beginning of February to the beginning of April 2017.
Our master key visual, the ‘love your kitchen’ theme, was designed to connect emotionally with the target audience, playing on the familiarity and comfort we all feel with rooms and appliances we know and trust.
We adapted this theme to deliver a clear, consistent and effective message across all points of purchase (both online and in-store) to reach a vast audience over the two-month period. This included full digital suites for all channels and the Samsung website, with creative also taken across social and digital platforms, as well as eCRM.
The result and impact
Although customers don’t generally look specifically for cashback, the bold, empathetic presence of the creative – and a message that resonated with real life – helped to significantly boost sales of Samsung domestic appliances compared to the previous year’s same period.
The cashback offer saw an increase in sales staff upselling to higher spec products. Customers felt the promotion was attractive and easy to understand, with staff finding it hassle free and easy to redeem. Leaflets worked well as a tool to enforce demonstration, or for customers to take away with them while contemplating, or even after, purchase.
The campaign creative proved so successful that we not only rolled it out to the next Samsung domestic appliance promotion, but also developed it further for the Virgin Experience Days promotion. Crucially, we maintained continuity of look and feel for Samsung promotions within their retail environment.