Samsung blows bubbles to promote its new washer

In Singapore’s high-traffic CBD district on Cecil Street, a Samsung washing machine gurgles and blows bubbles out to amused pedestrians.

Part of a campaign to promote Samsung's Eco Bubble washer, Cheil Singapore’s creative team, including Benson Toh, creative director, Melvyn Seet, copywriter and Nalla Chan, senior account director, collaborated with Samsung to develop a fun brand campaign.

“Most consumers care about the environment but believe eco-friendly washers are cost-prohibitive. When actually by paying a little more upfront, consumers can save a lot in the long run on their energy bill. The creative idea needed to be innovative to grab the attention of our consumers so we brainstormed a fun campaign where the 'Bubbles' were not only gentle on their fabrics, but also on their wallets,” said Chan.

A hundred of Clear Channel’s bus shelters were deployed in the campaign, which will run until 29 December this year. To create an association with the 'Joy of Bubbles', Clear Channel created a 3D die-cut of a Samsung Eco Bubble washer to simulate the actual washer, and a mechanism is built-in to emit bubbles at specific time intervals in the day.

Above bus shelter ads, Samsung is also rolling out print campaigns in the local dailies, as well as taking the campaign online on Facebook.