ASIA-PACIFIC – SINGAPORE, DECEMBER 2010 – Cheil Singapore is delighting consumers with their bubbly campaign for Samsung’s newest washer, Eco Bubble. The campaign can easily be spotted during peak times at crowded bus shelters, where bubbles float out to commuters, providing momentary entertainment and engaging them in the Eco Bubble advertisement.
“The eco-bubble washer was built using Samsung’s latest technology that saves up to 70 percent on energy while providing perfect cleanliness and advanced fabric care,” said Irene Ng, Director of Marketing, Samsung. “In this traditional, staid product category crowded by sales gimmicks and bereft of innovation, we wanted to highlight this important new technology to consumers.”
Cheil’s creative team, including creative director Benson Toh, copywriter Melvyn Seet, and senior account director Nalla Chan collaborated with Samsung to develop an amusing brand campaign in partnership with Starcom and Clear Communications.
“Most consumers care about the environment but believe eco-friendly washers are cost-prohibitive; when actually by paying a little more upfront, consumers can save a lot in the long run on their energy bill,” said Nalla Chan. “The creative idea needed to be innovative to grab the attention of our consumers so we brainstormed a fun campaign where the “Bubbles” were not only gentle on their fabrics, but also on their wallets,” said Nalla Chan.
The campaign runs until December 29th. Consumers can find a print execution in the Straits Times and an online version in Facebook.
Established in 2001, Cheil Singapore is Southeast Asia headquarters of Cheil Worldwide–the 16th largest advertising agency in the world and headquartered in Seoul, South Korea.
