2015 Winners & Shortlists

Results and Effectiveness

We increased awareness about the Samsung Food Showcase Refrigerator and gave shoppers the chance to experience its attractive display and organised design. So far the response has been positive, but because this activation was recently launched, the data is not yet available.

Creative Execution

On earlybird.ae, a website where you can buy groceries online, we gave shoppers the chance to experience the unique design of the Samsung Food Showcase Refrigerator for themselves. When they went to the Fresh Products section, the refrigerator appeared on the side of the page. Analogous to a grocery cart, when shoppers selected an item it would slide across the screen and appear inside the fridge, showing users how nicely food can be displayed and arranged inside. When the user exited the Fresh Products section, the Samsung Food Showcase Refrigerator was revealed.

Insights, Strategy and the Idea

The Samsung Food Showcase Refrigerator has an innovative 2-door design that helps keep everything organised so that it’s easy to find the food you want. We wanted to target grocery shoppers and show them how easy it is to arrange and find food in this refrigerator. With this in mind, we thought that an online grocery shopping website would be an appropriate place to reach them.