Samsung wanted to boost engagement for their domestic appliance spring campaign and showcase the brand’s AI capabilities in a way that resonated with their audience. With the market crowded and competition fierce, the challenge was how to cut through the noise and connect with the core demographics. The solution? Bring some fun and humour into the mix.

Strong emotions unlock engagement so we love to use humour in our films. Our creative team combined existing assets with fresh footage to create content that was not only informative but also relatable and, dare we say, funny? The result was TV commercials and social media content that spoke directly to the target audience in a way they could relate to, sparking stronger emotional connections with the brand.

The campaign delivered impressive results, with a +60% video-through-rate (VTR) increase compared to Q2 2023. Samsung recognised DRPG’s creativity and agility, and the success of the Spring Boost campaign proved the power of thinking outside the box. By blending fresh content with existing materials, we helped Samsung produce a set of campaign assets that were not only on-brand but also resonated deeply with consumers, ultimately driving real ROI.