Overview
In 2024, Samsung launched the Bespoke AI T-Combo, its newest all-in-one washing and drying machine, marking a major step forward in AI powered home care. The campaign aimed to position the T-Combo as the most advanced and convenient laundry solution in the Saudi market. Through a fully integrated digital and offline rollout, the product quickly became a consumer favorite, selling out on day one and requiring urgent restocking. The campaign was later awarded #1 Best Practice Campaign in the MENA region, surpassing 20+ other submissions.

Objective
1. Build high national awareness for Samsung’s breakthrough AI T-Combo among premium and tech forward households.
2. Drive sales and demand, positioning the T-Combo as the leading all-in-one laundry solution in Saudi Arabia.
3. Reinforce Samsung’s leadership in digital appliances and highlight the brand’s commitment to innovation and smart living.

Creative Idea

The creative approach centered on a simple promise “AI that understands your home.” We translated complex AI features into relatable, everyday benefits, showing how the T-Combo learns, adapts, and simplifies life for modern Saudi households. Visuals emphasized premium design, intelligent automation, and the seamless all-in-one experience, positioning the product as the future of home laundry.

Insight & Strategy

Saudi consumers increasingly value convenience, time saving solutions, and smart home integration. The strategy focused on simplifying the product’s advanced features turning technical innovation into relatable everyday benefits. A mixed media approach targeted high intent audiences across performance platforms, lifestyle channels, and citywide outdoor placements. This ensured both mass visibility and qualified engagement from premium buyers.

Execution
The campaign ran a unified, full-funnel media and content strategy, bringing the T-Combo to life across all major consumer touchpoints. High-impact outdoor placements delivered citywide visibility, while paid digital channels were optimized daily for reach, engagement, and conversion among premium audiences. Creative assets followed a localized visual direction, highlighting the product’s AI features through motion graphics, short-form videos, and platform-tailored formats. Social media management drove real-time engagement and educational content, influencers added authenticity with real-life usage, and CRM flows targeted warm audiences with reminders, offers, and conversion triggers. Together, these elements created a seamless launch ecosystem that maximized awareness, desire, and sales from day one.

Results
The Bespoke AI T-Combo became one of Samsung’s most successful digital appliance launches in the region. Demand exceeded expectations, and the product sold out immediately. The campaign earned Samsung the Q4 2024 MENA Local Best Practice Award, recognizing outstanding performance.

Total Performance
• #1 Best Practice Campaign in MENA (out of 20+ campaigns)
• Sold Out on Day One, requiring rapid restocking
• High engagement and strong digital performance across all platforms