BACKGROUND

The challenge was to launch Samsung’s first-ever joint cashback promotion covering three distinct home appliance categories: Refrigeration (REF), Laundry (WM), and Built-in (BI). The objective was to create a unified narrative that drove cross-category sales without confusing customers about the specific mechanics of each individual offer.

SOLUTION

We developed a hierarchical communication system that balanced brand consistency with tactical clarity. The strategy relied on a tiered visual approach:

Unified Master KV: A single Key Visual established the overarching "3-in-1" narrative for the entire promotion.

Category-Specific KVs: Dedicated visuals for each product line (REF, WM, BI) clearly explained the specific cashback tiers and mechanics for that category.

Omnichannel Rollout: Comprehensive execution across major retail chains (MSHP, MEX, EURO, NEONET) and Brand Stores, including POS materials, social media animations, digital assets for Samsung.com, and retail press ads.

RESULTS

The campaign successfully simplified a complex promotional structure, creating a powerful purchase impulse across all three categories. By providing a clear and transparent roadmap for the consumer, the project synchronized the sales momentum of Samsung’s entire home appliance portfolio.