Samsung asked us to launch online QuickDrive, their most expensive washing machine, capable of reducing laundry time by up to 1 hour.

On the 25th of March, we launched the #ILLEGALHOUR:

a one hour pre-selling promo active only from 1 a.m. to 2 a.m.

We hijacked the most famous, discussed, hated TIME-SAVER  in the world: THE DAYLIGHT SAVING TIME turning into a consumer activation available only for 1 hour.

People hate to waste their time. Every year, this feeling intensifies around Daylight Saving Time. On social media people share their frustration about losing one hour writing tons and tons of posts.

Exploiting the simple QuickDrive USP: reducing laundry time by up to 1 hour we create a storytelling activation based on this universal truth: if the daylight saving stole an hour from you, now you can get back in a wash.

+500 washing machine sold out of stock in 18 minutes

E-commerce traffic +720%

1 sale every 2.4 seconds

Reach: 22 Million