Award: Gold
Award Level: 2023
Category: Home Furnishings & Appliances
Executive Summary
How do you maintain a premium in an extremely competitive and price sensitive category? To drive demand for Samsung’s premium BESPOKE line, we broke all category rules by positioning BESPOKE as beautiful home decor instead of home appliances.Â
By tapping into Singaporean’s desire for self-expression through their homes, we demonstrated how our products, through its highly customizable design, allows homeowners to create a home that truly reflects their aesthetics. Our approach successfully captured the hearts and wallets of our audience, driving an outstanding +149% growth in sales for Samsung Bespoke.
Lead Agency
BBH Singapore
Sid Tuli, Managing Director
Seraphyn See, Associate Account Director
Siying Goh, Head of Growth
Jasmine Portman, Business Director
Ruth Lim, Strategy Director
Charlene Chua, Creative Director
Grace Wong, Art Director
Gerald Koh, Motion Graphics Art Director and Content Creator
Cheryl Tiah, Producer
Eddie Jackson, Operations Director
Client
Samsung Singapore
Natalie Chan, Senior Professional (M), IMC Strategy, Head of Part DA
Gavin Yeong, Head of Department (DA)
Bei Yi Koh, Professional, DA Brand Marketing