In 2020, with the showrooms that drove over 75% of smart-fridge sales closed by the pandemic, Samsung launched its most advanced — and most expensive — smart fridge: the Family Hub.

To reach premium-fridge buyers in Singapore, we used predictive data modelling to build a digital-first product demo that stayed relevant throughout the purchase journey. A 90-second film showed the fridge's features in real-life moments, then was personalised into numerous versions based on each viewer's profile.

Results

Engagement came in 62% above the category benchmark. Samsung hit its sales KPIs within three months despite a sharply slowing market, and exceeded its campaign sales KPI by 125%.

Awards

Ad Stars — Shortlist, Data Insights · Markies — Silver ×3: Most Creative Integrated Media, Most Creative Customer Engagement, Most Effective Use of Customer Insight · MMA Smarties APAC — Gold, Programmatic & Machine Learning · MMA Smarties APAC — Bronze, Best Data-Driven Display Creative