AddWash™

conceptual
advertising  tagline/motto 

Samsung was planning to start a widespread campaign for its few products, including AddWash, an innovative washing machine that makes it simple to add a piece of forgotten clothing to the wash mid-cycle. They wanted to focus on an emotional value positioning and present AddWash as a solution to the everyday life of an individual and of the whole family. Penetrating the idea of Super Family and explaining AddWash’s role for home and family were the top strategic objectives.

THE BIG IDEA

The big idea of an exclusive concept that I developed for this widespread advertisement campaign, which included ATL and BTL placements was “to place AddWash in the minds of the customers as a solution. We’re indicating that if you have an AddWash, you are never worried about washing clothes at all. Clothes getting dirty are not a barrier in front of the happiness of Super Family during emotional moments.”

THE VISUALIZATION CONCEPT

It was simple: We have a background image showing a happy moment of the Super Family with the title describing the situation and the motto to give a final message on it. 

THE MOTTO

“…, AddWash will wash.”

As you see, the motto consists of two parts separated by a comma; The second part being fixed while the first one is changed due to the situation and the moment described. (e.g., “Have fun bravely, AddWash will wash.”)

The first part is for describing the problem or the issue causing it.

The second part is a clear-cut call-to-action! We emphasize the name of AddWash on the motto to prevent all possible misunderstandings and relate an ad with the product.

August 2019