Samsung makes a mess of the competition in new social-led campaign via Clemenger BBDO for the Bespoke AI Jet Ultra Stick Vacuum

Clemenger BBDO has launched an influencer-led campaign for Samsung Australia to raise awareness of the Bespoke AI Jet Ultra Stick Vacuum’s official claim as the World’s Most Powerful Cordless Stick Vacuum, with up to 400W of suction power.

The cordless stick vacuum category is cluttered with competing claims. With Samsung consumer insights revealing powerful suction to be the most important product attribute for Australians looking to make a purchase, Samsung wanted to ensure its unmatched innovation cut through to consumers.

To illustrate how up to 400W of suction power elevates the Bespoke AI Jet Ultra Stick Vacuum above less powerful vacuums on the market, Clemenger BBDO ideated a campaign centred on feeding discarded rival cordless stick vacuums into an industrial grinder. The live experience made a literal mess of the competition and was captured to be a hero digital asset for Samsung. With the video showing the quiet hum of the Bespoke AI Jet Ultra effortlessly cleaning up the crushed competition, the message from the influencer posts was clear: Samsung’s innovation in creating the World’s Most Powerful Cordless Stick Vacuum with up to 400W of suction power leaves other stick vacuums in the dust.

The resulting debris from the experience became the foundation of a creative mailer sent to select reviewer media and influencers so they too could experience the World’s Most Powerful Cordless Stick Vacuum with up to 400W of suction power for themselves, while helping to clean up the competition.

Jessiika Wilson, Content Creator, was one influencer who received the mailer, rigged to pop open via a pull tag and make a mess on the floor: “I honestly thought it was a joke when tiny shards of vacuums exploded all over my floor. Thankfully, Samsung had provided me with a Bespoke AI Jet Ultra stick vacuum to test. They weren’t joking about cleaning up the competition. It was so easy!”

According to Paul Meates, Executive Creative Director at Clemenger BBDO, the approach of pairing digital content with authentic influencer experiences tapped into a cultural truth whereby 91% of Gen Z consumers say they’re more likely to try new products after seeing creators use them: “We put the Bespoke AI Jet Ultra Stick Vacuum directly in the hands – and feeds – of those who have a huge influence over the buying decisions of Australians. Our rigged box gave influencers firsthand experience of the incredible power and cleaning performance of the vacuum in a way their followers couldn’t ignore.”

Says Brett Turnbull, Head of Consumer Electronics Marketing, Samsung Australia: “By combining design with disruptive storytelling, we’ve created a launch moment that cuts through and connects with Australians. Samsung has been providing cutting-edge innovations in the home appliance industry for over 50 years and knows that consumers look to our brand as one they can trust to be powerful, reliable and long-lasting. We’re proud to see our innovation brought to life in a way that’s unmissable, entertaining, and impossible to fake.”

Samsung’s Bespoke AI Jet Ultra ‘There is no Competition’ campaign is currently live, with the hero asset running across YouTube and Meta. Creative mailers continue to be shared with earned and supported reviewer media and influencers to enable consumers to experience the world’s most powerful cordless stick vacuum with up to 400W of suction power for themselves.

Clemenger BBDO – Creative & Media Agency
Scoundrel – Production
The Editors – Post-production
Eleven – PR