Make it Yours, Make it BESPOKE

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. 

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