Samsung
Sending the most powerful man in vacuuming the world’s most powerful vacuum for his birthday
Challenge
Launch the Bespoke Jet Ultra AI in a way the positions Samsung as a credible force in the high-end vacuum market.
Strategy
There isn’t a high-end vacuum market, there’s a Dyson market.
We had to get front of mind with audiences who’ve already made up their mind.
Idea
We sent the most powerful man in vacuuming, James Dyson, the world’s most powerful vacuum for this birthday.
He did not accept, but we got some incredible content out of it.
The playful ploy was brought to life through an undercover, fly-on-the-wall style piece of content, spearheaded by renowned YouTuber and prankster; Zac Alsop – who took on the role as Samsung’s delivery man.
Covert crew captured the drop, step-by-step, as Zac, unsubtly, flanked by two bodyguards and one beautifully wrapped Samsung vacuum, attempted to infiltrate THE Dyson HQ in Malmesbury.
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 (spoiler: he didn’t turn up). Giving away 78 vacuums – completely free – in his honour. The catch? Just bring along a birthday card for the man himself.
Impact
228 pieces of earned coverage were secured, including national news, consumer tech, lifestyle, and marketing press.
Over 440 million in total media reach.
During the campaign, Samsung’s Share of Voice jumped by a mammoth 43.2%, overtaking Dyson as leaders in the category.
18% increase in website click-through rates during campaign period.
We also love to see some real world impact – Samsung’s delivery attempt resulted in Dyson changing its security protocols at HQ. Oops!
440m
total media reach43.2%
increase in share
of voice18%
increase in website
click-through rates
