Advertiser: Samsung Malaysia Electronics Sdn Bhd Brand: Samsung French Door Refrigerator Creative Agency: Leo Burnett KL Credits: Connie Tan (Senior Media Manager), Lee San San (Media Group Head)
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Samsung launched the French Door Refrigerator model and retail exclusivity was given to Harvey Norman at Ikano Power Centre. Therefore we need to rely on an advertising medium that is geographically appropriate, plus to shout out the refrigerator’s USP – a 2 door fridge with huge storage space.
Choosing a fridge is a daunting task, there are many options available. Consumers look for ‘optimum-sized’ fridge with huge storage space. Visiting few retail stores before making the purchase decision is a common shopper ritual. At Ikano Power Centre, access to Harvey Norman is via the escalator or elevator. We demonstrated the idea of ‘large & huge storage fridge’ by intercepting shopper’s movement from car park to Harvey Norman by replicated elevators as 2-door fridges.
Samsung French Door refrigerator ‘Elevator wraps’ at 8 strategic elevator locations, near Harvey Norman from level LG to 2 for three continuous months. The lift interior was transformed to look exactly like the fridge interior exhibiting a well stocked up with food and beverages, every consumer’s ideal fridge. Key product features were also highlighted: Twin Cooling System, Water Dispenser, Movable Fresh Box, Movable Door Guard, Height Adjustable Tray and EZ-Open Handle.
The lift wrap was exposed to potentially 700,000+ visitors to Ikano Power Center, and 1,000,000+ visitors to IKEA monthly. During the campaign period, actual sales target exceeded by 20% and made Harvey Norman, one of Samsung’s key retailers very pleased.