Case study: Why Samsung Quick Drive campaign won the Integrated Communications Campaign of the Year at the 2019 PRmoment Awards
Ben Smith, Founder, PRmoment.com
This week, in the latest PRmoment Podcast, we’ve got a change of format.
In anticipation of the PRmoment Awards 2020 I thought it would be interesting to hear from some of the winners from the PRmoment Awards 2019.
So today I’m talking to Pete Mountstevens, CCO & Managing Partner at Taylor Herring, about its 'Spin Cycle: the launch of Samsung Quick Drive' campaign that won the Integrated Communications Campaign of the Year at the 2019 PRmoment Awards.
The early-bird entry deadline for the PRmoment Awards 2020 is Dec 16th. All the categories are on the awards microsite.
Here’s a flavour of what Pete and I talked about:
[00:01:42] Pete tells us about the thinking behind the Samsung Quick Drive campaign and why it won a PRmoment Award.
[00:02:28] What Ben thinks about Pete's washing machine!
[00:03:22] How Taylor Herring attempted to put the fun into washing machines!
[00:03:36] Why the creative challenge was to cut the apathy and disinterest that consumers have around purchasing domestic appliances.
[00:04:50] How do you make a washing machine entertaining?
[00:06:27] Understanding the hypnotic nature of the washing cycle!
[00:06:56] Here's a video of the Samsung Quick Drive Washing Machine.
[00:08:04] Why they produced a 66 minute film of a family cotton wash.
[00:08:16] Why Michael Nyman was chosen to write the score.
[00:10:49] How the coverage spanned over two to three months for this campaign, starting with the TV spot.
[00:13:22] How every national newspaper covered the story, if not twice then three times, over three months.
[00:15:07] Why this was an earned first idea.
[00:16:42] Did Samsung sell more washing machines as a result of this campaign?
[00:18:20] Why the creative concept of using the slow TV and film medium to promote the fastest Samsung washing machine worked.
[00:20:51] Why brave clients are critical to a campaign like this.
[00:24:40] The role of earned media within integrated communications.
[00:26:28] How PR's skillset, the ability to tell stories in a way that is sharable, newsworthy and travel organically is now at a premium.
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