Uploaded June 2024 | Updated September 2026, 1 week ago
Samsung has launched an innovative e-commerce campaign to promote its new product, The Frame TV, by cleverly leveraging its unique design. The Frame TV is unlike any other television on the market, as it is shaped like a frame and allows users to display more than 1,600 pieces of art in wallpaper format when in standby mode.
Taking advantage of this artistic feature, Samsung devised a promotional strategy that effectively "hacked" the Spanish tax system. By selling The Frame as a piece of art rather than a consumer electronic device, Samsung was able to reduce the VAT from 21% to 10%. This clever use of a legal loophole made the TV more competitive in the market.
The campaign was executed through the website theartofhack.es, where users could upload or create their own drawings. These artworks were then classified as art, enabling users to automatically receive a discount on their purchase. This innovative approach not only highlighted the unique attributes of The Frame TV but also turned a promotional gimmick into a significant market advantage.
AWARDS
Cannes Lions 2024
- Bronze in Creative Commerce
D&AD 2024
- Silver in Commerce (Cultural Experience)
CREDITS
Brand: Samsung Electronics, Spain.
Chief Marketing Officer: Alfonso Fernández.
Consumer Marketing Director: Guillermo Barberá.
Consumer Marketing Manager: Jaime Aróstegui.
Creative Agency: Cheil Worldwide, Spain.
Design Agency: Cheil Worldwide, Spain.
Production Company: Cheil Worldwide, Spain.
1st Assistant Camera: Juan F. Nogueras.
Account Executive: Carlota Martín.
Account Supervisor: Carolina Contreras, Lucas Vilela.
Project Manager: Andrés Moncada.
Art Directors: Aitor Carreira, Andrea Pissarro, Jessika Freites, Lorena Velázquez, Myriam Cuervo, Natalia Oltra.
Art Supervisor: Tanis Bollain.
Copywriters: Adriana Hernández, Andrea Hernando, Jana Núñez, Julen Borge, Markel Otsoa.
Creative Directors: Eduardo Vea Keating, Jaime Azurmendi.
Digital Designers: Juan Ramón Alonso, Miguel Cobos, Samuel Marulanda.
Executive Creative Director: Alejandro Di Trolio.
Producers: Alberto Sánchez, María Jiménez.
Resource Manager: Irini Sfirakis.
Video Editors: José Luis Mancilla, Miriam Pérez.
Samsung has launched an innovative e-commerce campaign to promote its new product, The Frame TV, by cleverly leveraging its unique design. The Frame TV is unlike any other television on the market, as it is shaped like a frame and allows users to display more than 1,600 pieces of art in wallpaper format when in standby mode.
Taking advantage of this artistic feature, Samsung devised a promotional strategy that effectively "hacked" the Spanish tax system. By selling The Frame as a piece of art rather than a consumer electronic device, Samsung was able to reduce the VAT from 21% to 10%. This clever use of a legal loophole made the TV more competitive in the market.
The campaign was executed through the website theartofhack.es, where users could upload or create their own drawings. These artworks were then classified as art, enabling users to automatically receive a discount on their purchase. This innovative approach not only highlighted the unique attributes of The Frame TV but also turned a promotional gimmick into a significant market advantage.
AWARDS
Cannes Lions 2024
- Bronze in Creative Commerce
D&AD 2024
- Silver in Commerce (Cultural Experience)
CREDITS
Brand: Samsung Electronics, Spain.
Chief Marketing Officer: Alfonso Fernández.
Consumer Marketing Director: Guillermo Barberá.
Consumer Marketing Manager: Jaime Aróstegui.
Creative Agency: Cheil Worldwide, Spain.
Design Agency: Cheil Worldwide, Spain.
Production Company: Cheil Worldwide, Spain.
1st Assistant Camera: Juan F. Nogueras.
Account Executive: Carlota Martín.
Account Supervisor: Carolina Contreras, Lucas Vilela.
Project Manager: Andrés Moncada.
Art Directors: Aitor Carreira, Andrea Pissarro, Jessika Freites, Lorena Velázquez, Myriam Cuervo, Natalia Oltra.
Art Supervisor: Tanis Bollain.
Copywriters: Adriana Hernández, Andrea Hernando, Jana Núñez, Julen Borge, Markel Otsoa.
Creative Directors: Eduardo Vea Keating, Jaime Azurmendi.
Digital Designers: Juan Ramón Alonso, Miguel Cobos, Samuel Marulanda.
Executive Creative Director: Alejandro Di Trolio.
Producers: Alberto Sánchez, María Jiménez.
Resource Manager: Irini Sfirakis.
Video Editors: José Luis Mancilla, Miriam Pérez.
