Samsung turns to wedding invites as it promotes new household appliance line

Samsung Electronics is attempting to change cultural norms surrounding weddings with a new campaign to promote its BESPOKE household appliances. The new campaign addresses the custom of giving congratulatory money instead of wedding gifts to newly married couples and turns it on its head by allowing couples to list household appliances that they might need through mobile wedding invitations and having guests contribute to that instead.

In Korea, friends and families traditionally give congratulatory money instead of wedding gifts to newly married couples. However, a growing number of people are feeling discontent regarding this old custom as more questions arise regarding how much an appropriate amount is to give, according to Cheil Worldwide who worked with the tech giant on the campaign. 

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Noting that furnishing a home with furniture and appliances can be a major expense, Samsung Electronics and Cheil Worldwide decided to launch the  “BESPOKE Wedding FUNding”. With the new campaign, those intending to get married can create a list of Samsung's high-end BESPOKE home appliances that they would like and put it together in a mobile wedding invitation done by Samsung. 

Guests who receive the invite can then take part in contributing to fund a couple's dream appliances alongside other invitees.

The mobile wedding invitations with the included funding features will come in a total of 19 designs created in collaboration with popular webcomic and emoji artists in Korea. 

“We launched the BESPOKE Wedding FUNding campaign with Korea’s Millennials and Gen Z in mind who are keen to reflect their preferences and tastes in their weddings,” said Sungwook Kim, EVP and head of D2C at Samsung Electronics. “We wanted to suggest a new and fun way to congratulate and celebrate, hoping that wedding preparation no longer becomes a stressful process, but rather a pleasant one."

The digital campaign is set to run across Korea for 12 weeks. 

Samsung has been on a roll this year with interesting and out-of-the-box campaigns. Recently, the tech giant and creative agency BBH Singapore partnered up to highlight how Samsung's latest flagship TV can "wow" even the world's grouchiest cat in its latest global campaign. 

Created by BBH Singapore, the campaign video starts with a cat, Bebo, on the balcony watching a brand-new Neo QLED 8K being delivered – and reacting with a "wow". Unsure of what has so impressed Bebo, his owner embarks on a series of increasingly elaborate and desperate attempts to make the cat say "wow" again. Just as nothing works and the man is about to give up, he switches on the Neo QLED 8K, and the rest is history.

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