Samsung: Project Unfreeze

It was the year 2020. During the height of the pandemic, Samsung decided to launch its most advanced and priciest smart refrigerator: the Family Hub.
But showrooms were closed the main sales channel that brought over 75% of the sales for big ticket items such as this. So, we used predictive data modelling to understand the premium refrigerator intenders of Singapore and unleashed the most engaging digital first product demonstration across their decision journey funnel.

Creative: For most people, a fridge is where they store their food to extend its life. But there are people who see it for something more. These people are not looking for a device that stays tucked away in a corner of the kitchen. They’re looking for a piece of machinery that can turn as many heads as the tasks it can tackle. They’re looking for a fridge that doesn’t just store food, it stores ideas, inspiration, Instagram updates and messages from loved ones. A fridge that can play you the hottest tracks while dispensing ice. A fridge that can offer recipe suggestions to help turn Broccoli from yucky to yummy for your kids. These people are looking for a fridge that promises aesthetic appeal just as much as it promises ease, convenience and efficiency in their lives. They’re looking for a fridge that looks pretty and thinks smartly. In other words, they’re looking for the new Samsung Family Hub 5.0. A fridge that is not just beautiful or smart. It is a unique blend of both. It is Beautifully Smart.

Results: A campaign engagement score that was 62% higher than the average for the category, and against all odds, the final sales figures indicated that the campaign smashed the original KPI and achieved 125% sales target.