How to press-launch a range of appliances as diverse as vacuum cleaners, ovens and fridges?
All the new Samsung appliances had one thing in common: a built-in intelligence that could almost mind-read consumers' needs and desires, backed by state-of-the-art technology.
Enter SuperSense, a theme that allowed us to collectively set these ranges apart from the competition, but also to create an unforgettable evening for media guests. Under the guise of an X-Men-meets-super-chic-fashion-show, guests were suitably wowed as a refrigerator ghosted down the ice-sculpted ramp, pulled by pure white Siberian Huskies. Enter the Human Torch (two actually) dragging an oven with flaming chains, all the while breathing fire. Concealed wind-machines filled the entire venue with UV reflective ‘hail' as Halle Berry look-alikes strutted on carrying state-of-the-art vacuum cleaners.
And all masterfully orchestrated by Tim Maloi and his jazz band to the strains of ‘Stormy Weather', ‘Too Darn Hot', ‘Cold Cold Heart'… you get the picture!