Campaign SpotlightPress Release

Samsung Electronics rolls out ‘Bespoke Rugs’ by Cheil Worldwide to make sure big purchases can fit in small homes

SEOUL, SOUTH KOREA — Samsung Electronics promotes its lineup of BESPOKE home appliances with a limited edition of rugs specially designed in the size of each home appliance’s actual floor dimension with patterns that resemble the matching home appliance’s look. 

Samsung’s BESPOKE lineup is set to provide users with appliances that are customizable in colors, materials, and modules to meet the needs of every customer’s personalized decor and lifestyle. Created by creative agency Cheil Worldwide, “BESPOKE RUG” takes personalization one step forward to ensure BESPOKE products are built to fit into not only one’s evolving lifestyle or taste, but also one’s living space. 

In South Korea, the home appliance’s size often becomes a big obstacle to purchasing one. This is due to South Korea having the highest population density among OECD countries which means smaller living space for each person. So whether the appliance of one’s choice could fit in a home or not could be critical when it comes down to making a purchasing decision. 


With a BESPOKE RUG, designed with the same dimension as the actual BESPOKE refrigerator or washer’s floor size, customers can simulate where to install it and measure if it will fit in their desired space by simply laying the rug.  

By taking away the possibility of home appliances not fitting in, BESPOKE RUG helps reduce returns – a win-win for both the customer and the brand. Moreover, BESPOKE RUG plays a constant reminder in users’ daily lives and routines by turning household floors into a reserved media for BESPOKE branding. Also, a small tag attached to each BESPOKE RUG contains a QR code that directs customers to Samsung online shop, so they can order the product hassle-free. 

“Samsung BESPOKE has been pushing the boundaries of home appliances since it launched its first customizable range that caters to daily lifestyles and changing needs,” said VP KT Kim, Head of Integrated Marketing Communications of Samsung Electronics. “BESPOKE RUG will be a small present for our potential customers as it is a perfect interior object in itself, and also a handy measuring tool to help plan their own spaces.” 

BESPOKE RUG comes out in ten types that match with BESPOKE lineups – BESPOKE refrigerator, BESPOKE Ultra Capacity AI washer, BESPOKE Cube air purifier, BESPOKE Jet AI robot vacuum, The Serif TV, and also in special edition created under collaboration with a Korean lifestyle brand. Targeting customers who are planning or wishing to purchase Samsung BESPOKE appliances, BESPOKE RUG which matches with their desired appliance will be handed to 2,000 households in South Korea. 

The digital campaign to support BESPOKE RUG rolled out starting August 16. 


Campaign Title: BESPOKE RUG 

Client: Samsung Electronics 

Vice President: KT Kim 

Marketing Manager: Heejung Jung 

Creative Agency: Cheil Worldwide 

Creative Director: Seongphil Hwang 

Copywriter: Seungree Kang 

Art Director: Taeyul Ko 

Account Director: Chunhak Im 

Account Executive: Gilwon Jang, Jinhwa Ryu, Duin Kwon, Jiho Shin 

Partner with adobo Magazine

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