Making Home Appliance Irresistable

In the Fall of 2007, Cheil Canada was given the task of creating an advertising strategy for Samsung’s Home Appliance division. 2008 marked a significant year for the division as it would be their first full year of carrying a complete range of kitchen appliances, and their first foray into mass advertising. The brand was in its introductory phase and we had to capitalize on the opportunity to establish a premium brand perception with consumers.

When reviewing the competitive landscape, we faced the challenge of competing with brands that had a long history and strong brand equity in the appliance world. Our challenge: how do we stand out and reach our consumers in a unique and more targeted way?

Working with a very limited advertising budget, our first goal was to stretch our media dollars and find ways to look more massive than our budget could afford. Our objective was to rapidly build brand awareness through high reach and frequency against our target to achieve immediate awareness nationally. Who was our target? The “super mom,”- educated and stylish, she values design in her home. She balances any combination of home, work, community and personal time, is a key decision maker, and influences all purchase decisions that affect the home.

Full page dishwasher print ad that ran
nationally (Canada) in various publications.

Full page refrigerator print ad that ran
nationally (Canada) in various publications.

Knowing that our target is extremely busy, we needed to find media channels that spoke directly to her. We chose media properties that were established and credible in the world of design and home décor. Being a new brand, we wanted to associate ourselves with established media partners which in turn would help to build our credibility. We partnered with Canadian House & Home magazine, a premium magazine and resource in home décor, to create advertorials that combined design tips from an interior designer with details about the innovative technology that’s built into every Samsung appliance. With every advertorial insertion, we also ran one of a series of four ads from an original campaign created by Cheil Canada, each featuring a different home appliance.

We knew our budget did not afford us the opportunity to create television spots, but we felt it was an important medium that could help us build our reach rapidly. We partnered with Home and Garden Television Canada and created vignettes with Jay Purvis, a well known Canadian television design host, that focused on renovating tips and how Samsung appliances fit in with renovating your kitchen or laundry space. In the Quebec market, we partnered with Canal Vie, a television channel similar to HGTV to create Samsung billboards. This helped us to establish a blurred line of endorsement for the home appliance brand.

We also wanted to capitalize on the beauty of the appliances themselves and give consumers the opportunity to experience them firsthand. We targeted consumer shows with a female focus that competitors were not attending. This allowed us to be the exclusive home appliance brand represented, therefore reaching a captive audience.

Full page range print ad that ran
nationally (Canada) in various publications.

Our goal was to connect with our target in many different ways while at the same time ensuring that every touchpoint was consistent. Creatively, our advertising objective was to equate the Samsung brand with stunning and innovative appliances. Our advertising theme became “Irresistible Innovation” – the notion that Samsung appliances are so irresistible, that the clothes that just came out of the machine are dying to get back in. We created print executions for dishwasher, laundry, fridge and range. The “Irresistible Innovation” tagline appears in every form of activation from television, advertorials and brochures to the booth created for consumer shows. We wanted to ensure that when our consumer experienced Samsung home appliances, they had the same brand experience flipping through their magazine at home as when they were visiting a retail store.

Reaching our target in the various stages of their purchase cycle in a consistent, innovative way has helped us build a premium brand for Samsung in the Home Appliance category. Our “Irresistible Innovation” campaign has garnered accolades from consumers as well as Samsung customers such as Sears, Future Shop and The Brick.

Above: Product stickers were created highlighting key product
features. Stickers are being used across Canada at
all retail stores carrying Samsung appliances.

Below: Brochures were produced for the
retail environment highlighting product features
and specifications.

Angela Fitzpatrick
Senior Account Executive
Cheil Canada