Samsung Singapore

Natalie Chan, Senior Professional, IMC Strategy, Head of Part
Bei Yi Koh, Professional, DA Brand Marketing

BBH Singapore *Lead Agency

Jasmine Portman, Business Director
Seraphyn See, Associate Account Director
Ruth Lim, Strategy Director
Charlene Chua, Creative Director
Grace Wong, Art Director
Gerard Koh, Motion graphics art director and content creator:
Cheryl Tiah, Producer
Eddie Jackson, Operations Director

How do you maintain a premium in an extremely competitive and price sensitive category? To drive demand for Samsung's premium BESPOKE line, we broke all category rules by positioning BESPOKE as beautiful home decor instead of home appliances.  By tapping into Singaporean’s desire for self-expression through their homes, we demonstrated how our products, through its highly customizable design, allows homeowners to create a home that truly reflects their aesthetics. Our approach successfully captured the hearts and wallets of our audience, driving an outstanding +149% growth in sales for Samsung Bespoke.