Synopsis: 

The Frame is Samsung's art TV. The only TV on the market in the shape of a frame and the only one with which you acquire more than 1,600 works of art in wallpaper format in standby mode when you buy it. Taking advantage of this particularity, we created a promo that hacked the Spanish tax system because we sold it as art, with a VAT of 10% and not with the 21% of televisions. For this we created theartofhack.es, a platform where users could upload or paint any drawing on the web and then put it in a The Frame to automatically get a discount for being classified as art and not as a TV. A loophole used to turn a promotion into an opportunity to be more competitive in the market, but also to allow people to create their own discount in a creative way. 

Objectives: 

To increase sales of The Frame at a time when inflation has hit middle class wages, through a promotion that reduces its price, but not its value, and, at the same time, generates notoriety for it without sufficient budget for PR.

Strategies: 

At a time when Spaniards have half-empty pockets, we found a loophole that allowed us to offer a better price to consumers without losing a penny of quality.

The campaign started digitally with theartofhack.es. At the same time we launched a promotional video, mailings and digital displays to reach more people. In parallel, we launched our campaign through banners and pre-roll videos to reach a wider audience and invite them to participate. At the same time, we used Samsung's CRM database to send mailings to the interested target. We expanded the idea by creating physical spaces in our stores and art galleries to get more people on board. We used different channels to make a complete campaign (landing page, Youtube Pre-roll, Mailing and spaces in Art fairs and Samsung Stores). The idea has worked so well that we want to take it to other countries where there is a VAT difference.

Results: 

- 55% increase in sales.

- 33% of The Frame's annual sales are achieved in a single month.

- 3000 users creating their sweepstakes on theartofhack.es to get their discount. 

- Reach +400% increase in visits to Samsung's website.

-2.8M views across all media. 

-In addition, some important media talked about our idea, such as Antena 3 or the Spanish radio Cadena Ser, among others. 

Additional info:

This promotion marked a change in the way of communicating televisions at Samsung in Spain since it demonstrated that creativity could be used to increase sales, leaving behind the classic promotional format that came from Samsung Headquarters. In addition, it allowed a promo to become viral on mass media and social networks. Currently, Samsung.com's new promotions are being presented with a creative idea as an umbrella for the first time for the company.