We hijacked the most famous/discussed/hated TIME-SAVER in the world: THE DAYLIGHT SAVING TIME. On March 25th 2018 from 1 a.m. to 2/3 a.m. we created the #ILLEGALHOUR

A one hour pre-selling promo that gave people back their TIME. So when the world was setting their clocks forward an hour, on samsung.com they could buy the washing machine that would give them back one hour.

Two weeks before the 25 march we created different social content showing the plus of the washing machine capable of reducing laundry times by up to one hour.

One week before the 25 march we spread social content training people to stay awake from 1 a.m. to 3 a.m.

And on the 25 march we spread social content pushing people to samsung.com and buy the washing machine

In only 18 mins we sold +450 washing machines.

1 washing machine every 2,4 seconds.

E-commerce traffic +720%

13 million impressions.

110 thousand unique visitors.