Samsung flips Black Friday eCommerce on its head with Reverse Auction campaign via CHEP
Samsung Electronics Australia has launched an innovative new Black Friday campaign, The Reverse Auction, via CHEP, designed to flip Black Friday shopping on its head by allowing customers to decide the price they wanted to pay for some of its most popular products.
Unlike a regular auction, each Reverse Auction started with products listed at full recommended retail price (RRP) and saw the price continue to drop until all available items in the auctions had been bid for, or the price reached $1 – whichever happened first.
With over 50,000 customers registered and highly sought-after products up for grabs, The Reverse Auction was an exciting shopping experience for Australians, bringing some good news to their social feeds.
Launched via a series of social films that showcased the Reverse Auction as breaking news, the campaign drove to a website experience that saw a range of Samsung products up for grabs including the 85″ QN900B Neo QLED 8K Smart TV (RRP $11,999), Galaxy Buds2 (RRP $219), Galaxy Z Fold412GB+256GB (RRP $2,499), The Freestyle Portable Projector (RRP$1,299), Bespoke Jet Complete Extra (RRP$1,299) and many more. The Reverse Auction schedule also included a number of mystery products with details revealed on the day.
Some of the great deals unlocked by customers over the sales period include:
- Smart Monitor M8 UHD – snapped up at 49.7% off RRP
- The Freestyle Portable Projector – won at 46.5% off RRP
Says Eric Chou, director of product and marketing, Samsung Electronics Australia: “Australians look to Black Friday to get their hands on the best prices and deals, and we were thrilled to give customers an empowering new way to bag a bargain on a wide range of products. With the Reverse Auction, we gave Australians something they could finally control – the chance to choose their price.”
Says James Townend, group account director, CHEP: “To create a digital experience like Samsung’s Reverse Auctions required a full suite of integrated marketing and technology capabilities. From a technical perspective, we needed to build a solution with underlying infrastructure that was highly scalable to manage the potential for large volumes of simultaneous users. We also needed to balance that with an experience that was ruthlessly focused around creating an intuitive & delightful user experience, removing as much friction as possible along the way.”
The Reverse Auction experience was launched at thereverseauction.com.au and auctions ran throughout the Black Friday sales period, 18-28 November.
Strategy, Creative, Design, Technical Development & Media: CHEP Network
Production:
Production Manager: Sophie Hattch
Production Company: Gravity Media
Talent: Bridie O’Connell
Sound Design: Sonar Studios
13 Comments
not smart enough as sounds like a joke. people aren’t as naive like the boomers any more boomer.
Boomers being told what smart is by a generation that can’t put a proper sentence together. (Insert laughing emoji)
‘Unlike a regular auction, each Reverse Auction started with products listed at full recommended retail price (RRP) and saw the price continue to drop until all available items in the auctions had been bid for, or the price reached $1 – whichever happened first.’
I’ve just read that sentence five times and still have no idea what it means.
Learn 2 reading comprehension then – it’s pretty easy to understand.
Seems convoluted to me…
Or is this really confusing?
Prices start high and then start lowering until someone sees the price they’re willing to pay, while the rest of the people miss out because they were waiting for the price to get lower before jumping in. How is this so difficult to grasp?
Prices to $0
Somehow it doesn’t feel right for Samsung’s brand.
JB Hifi maybe?
Still, something different
What a heap of over engineered, award chasing tripe.
Been a while since anything half decent came from them
To flood this comment section with anything other than negative comments (oh wait, doesn’t deserve anything else)
I think you just answered your own question…