A HIGH IMPORTANCE PRODUCT IN A LOW INVOLVEMENT SEGMENT In 2017, Samsung introduced a revolutionary product on the washing machines market: Quick Drive with Q–drive technology, which reduces washing duration time by half, with no compromise on quality. The global launch campaign focused on the product technology, so through the local one, we had to drive awareness for Quick Drive, generating a conversation around it, in a locally relevant manner. However, the context wasn’t the friendliest: people didn’t associate the brand with this category, but rather with smartphones and TV; the new model price was high (starting with 700 euro), so it had to be justified. But above all, washing machines, although so important in any household, were not the most exciting gadgets that sparked conversations, being perceived as rather basic. In this low-involvement category, being so far away from a Top of Mind position, how could Samsung generate interest for Quick Drive?
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Strategy: THE PREMIUM CONVENIENCE SEEKERS Since we had to launch a premium, innovative product, we also talked to a high-end target: the premium convenience seekers; with a high income and education, yet a very crowded lifestyle, they expect from their domestic appliances to anticipate their needs, to make their life easier, more flexible and help them organize things more efficiently. However, the washing machines are currently the “Cinderella” of home appliances, being considered rather basic. Also, these convenience seekers care more about the flexibility they get when using efficient products, rather than the number of rotations per minute. SPARKING A CONVERSATION ABOUT A PRODUCT NO ONE TALKS ABOUT Quick Drive was a high-importance product to be launched in one of the lowest involvement home appliances categories, by a brand lacking a link with this segment. We knew we weren’t going to meet our goals by simply generating awareness. To move the needle, we had to make them be open to a conversation about washing machines and find a way to get this relevant message go through. How could Quick Drive involve its audience in a conversation they were so reluctant to? Since our premium consumers had other interests than rotations per minute, we had to open a talk around Quick Drive that was less about features and more about some extra-flexibility.
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