Allowing customers to decide

the price they want to pay

samsung: reverse auction

Samsung Electronics Australia launched an innovative new Black Friday campaign, The Reverse Auction, 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.

CLIENT

Samsung

CAPABILITIES

DESIGN EXPERIENCE CREATIVE DATA & TECHNOLOGY EARNED

RECOGNITION

Clio Awards Silver

The Idea

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.

The Execution

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.