Media budgets are getting smaller in New Zealand. Even most global brands don’t have enormous TV spends anymore, so there’s a large appetite for creating memorable, sharable brand experiences. Experiences that are relevant to the local psyche, and that allow people to discover and share.

New Zealand is a country of 5 million people, with 1.5 million of those living in Auckland city. This means sharable branded experiences, coupled with a solid PR strategy can be an effective way to get relatively broad reach.

Home Smart Home was designed to be a house as intuitive and adaptable as the Samsung home appliances inside.

Designed and built in collaboration with some of New Zealand’s leading architects, designers and engineers, the house was made of pivoting modules, precisely sliding and swinging walls, a reconfigurable kitchen, and modular furniture. It could transform into dozens of different arrangements, all in the time it takes to grab a coffee. This flexibility ensured the perfect layout and highlighted the Samsung appliances adapting for any occasion.

The house was installed waterside in Auckland’s CBD for three weeks. We invited SamsungNZ’s Facebook fans to book online to hold their own private event with the house configured specifically to the occasion and their needs. With the house to themselves, they could live the brand’s design philosophy first hand in a unique, customised setting and experience the latest generation of Samsung home appliances.

3000 booked and won the opportunity online to have the house to themselves, and see it redesign for their occasion.

Outside of bookings, over 100,000 people visited the house during the campaign.

The three months following the launch of Home Smart Home saw a 20% uplift in Samsung home appliance sales (YOY).

Home Smart Home was covered on every national news programme and featured in the country’s leading design magazines and blogs, receiving a PR ROI of 7.6:1

And over 1000 people even wanted to buy the whole house.