The One Show
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Category
Digital & Online / Ecommerce
Annual ID
OS23_DM080M
About the Work
Samsung wanted to find a better way to stand out in an ocean of deals during the busiest and most expensive time to be in the market: Black Friday.
The answer? Develop a unique e-commerce experience that let customers set the prices for Samsung’s most popular products. An approach that would create a buzz around its Black Friday sale and deliver Samsung’s most effective Black Friday Campaign to date. We called it, Samsung Reverse Auctions.
Unlike regular auctions, Samsung’s Reverse Auctions started at full price and then decreased until all items were bid for or the price reached $1, whichever happened first.
The Reverse Auction website was a complex platform build, designed to capture valuable data and host auctions. With dynamic content, live bidding, and data capture capabilities, it enabled over 80,000 bidders to participate in 20 auctions, auctioning off $140,000 worth of Samsung products at crazy prices. Customers were incentivised to provide their data in exchange for the chance to participate in the Auctions.
The campaign was a huge success, with over 51,600 people registering to take part in the auctions. While giving away premium products for $1 in itself doesn’t guarantee success, Samsung leveraged the hype generated through the Reverse Auctions and data from the unsuccessful bidders to drive huge uplift in Black Friday revenue.
We targeted the prospects with a voucher code via EDM and remarketing communications. These leads would go on to exceed Samsung’s sales expectations, our modest incremental media spend of $186k, saw revenue increase by $1.34 million and delivered a 360% mROI.
The campaign delivered a 270% increase in Black Friday revenue year on year, making it Samsung's most successful Black Friday campaign.
2023 Awards
Total Points: 3
Merit
Credits
Agency
CHEP Network / Sydney
Client / Brand
Samsung Australia / Sydney
Client Partner
Grace Vizor
Production Company
Gravity Media
Music / Sound Production Company
Sonar Music / Sydney
Chief Creative Officer
Gavin McLeod
Chief Technology Officer
Mark Gretton
Creative Director
Cameron Dowsett
Mark Tallis
Editor
Morten Furre
Executive Producer
Sophie Haydon
Senior Art Director
Dan Smith
Ernie Ciaschetti
Senior Designer
Kenn Huang
account director
Becca Spence
Account executive
Stephanie Vitacca
CX Planning Director
Cat Shaw-Halford
Digital Designer
Austin Hupfau
Digital Manager, Media
Crystal Pan
Digital Marketing Manager
Rebecca Griffiths
Digital Marketing Specialist Graduate at Samsung Electronics
Sarah Newton
Director of Product & Marketing
Eric Chou
Ecommerce Manager
Kate Croft
Group Account DIrector
James Townend
Head of CHEP Film
Tash Johnson
Head of Corporate Marketing
Carl Bunn
Head of CRM
Rehan Shaikh
Head of Marketing Communications, MX
Joanna Baxter
Head of Strategy, Media
Tim Russell
Influencer
Demas Rusli
Benjamin Lee
Influencer Manager
Isabella Holder
Integrated Planning Lead, Media
Steven Flood
Marketing Manager – Ecosystem
Jason Munro
Operations Manager
Cleo de Kerorguen
Production manager
Sophie Hattch
QA Analyst
Annie Cherian
Senior Account Manager
Breanna Prisuda
Raisa Mushrafi
Senior Back-end Developer
Kyle Ohagan
Senior Front-End Developer
Percy Zhang
Minh Hoang
Senior Full Stack Developer
Xianyang Wong
Senior QA Analyst
Madhuri Kulkarni
Senior Social Planner
Jarryd Patel
Social Producer
Lizzie Dingle
Strategy Lead, Media
Kirsty McMeekin
Talent
Bridie OÇonnell
Tech Program Director
Gavin Brownlie
Tech Program Director, Data Services
Kirstie Peters
Technical Director, Data Services
Tim Chapman
Test Director
Ephraim Akshintala
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