Samsung is showcasing its high-tech washing machine, the QuickDrive, in a new campaign targeting men, after research found that 75% of men are suffering from ‘FODA’, a male condition involving Fear Of Domestic Appliances, and 63% admit to being completely stumped when trying to work out washing machine settings and laundry care symbols.

The new Samsung campaign reinterprets famous statues, including Rodin’s The Thinker and Michelangelo’s  David, to incorporate the new QuickDrive machines. Michelangelo’s David has been recreated wearing underpants, with a shirt flung over his back, as he takes charge of the weekly wash, while Rodin’s The Thinker is deep in contemplation of a washing machine.

PR agency Taylor Herring created the new versions of the sculptures, which will be featured across Out Of Home, press, digital, mobile and social media. The creative, which was produced by St Mark’s Studios and directed by Taylor Herring, will be showcased at launch via a full screen take-over at Piccadilly Circus in central London.

The actual statues – “Domestic David” and “The Clean Thinker” – are being installed at high-footfall locations around the capital, including King’s Cross, Russell Square and Battersea Park, as part of the campaign.

Ruth Storey, Head of Marketing for Home Appliances, Samsung Electronics UK & Ireland, says: “We have updated these classic sculptures in a playful bid to remind the public that our home appliances are masterpieces of modern design. Our Home Appliance products are tested thousands of times and come with at least a 5-year warranty, underpinning our confidence in delivering products that – like the iconic statues – are built to last.”

Samsung research found that three quarters (75%) of men admitted to being clueless when it comes to using domestic appliances compared to just 39% of women, and over half of the men surveyed (51%) admitted to having put off a household task because they found the domestic appliance too confusing to use. Apparently, the washing machine instils the most fear in men, with 63% admitting to being completely stumped when trying to work out washing machine settings and laundry care symbols. In fact, when faced with the task of deciphering fabric care label symbols – such as ‘Do Not Tumble Dry’ and ‘Delicate Wet Clean’ – men scored worse than women on 9 out of 10 questions.

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Currys PC World is launching a summer football-themed campaign, ‘Get your TV for Free’, which offers customers a one in 20 chance of getting the money they spend on buying a TV back, up to a maximum value of £24,999.

Running from May 9^th until June 26^th, 2018, the ‘Get your TV for Free’ promotion requires customers to purchase a 55” size TV or larger from Currys PC World online, in-store or via the retailer’s call centre. To participate, customers must then register at www.currys.co.uk/FreeTV and click on the TV they see on screen to reveal if they have won. The winning prizes will be randomly assigned to a one in 20 win ratio using an independently audited and verified process. Participants must upload their qualifying receipt to redeem their prize.

The campaign has been created and is being managed by promotional marketing agency tbk, in partnership with digital promotions specialist Brandmovers.

The ‘Get your TV for Free’ campaign will be supported by a TV campaign, radio, social media and related POS materials in stores.

The Currys PC World brand is a British electrical retailer operating in the United Kingdom and Republic of Ireland, owned by Dixons Carphone. It specialises in selling home electronics and household appliances, with 295 superstores and 73 high street shops. Smaller shops also trade under the Currys Digital brand in the United Kingdom.

tbk is a multi-award winning, independent promotional marketing agency that creates ideas and experiences that drives ‘buzz’ and sales for brands. Carlsberg, Pringles, Lucozade, Krispy Kreme, Boots and Wickes are just a few of the brands it works for.

Brandmovers is a global leader in digital engagement promotions and loyalty. With over 15 years’ experience and with offices on three continents, Brandmovers provides global reach and digital expertise in all aspects of promotional activity, working with agency partners and world- leading brands like MasterCard, Manchester United and Nestle on innovative consumer or trade marketing campaigns which engage target audieences via multiple channels and devices.

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When it comes to buying home and kitchen appliances, British consumers admit that the right reward is just as important to them as quality of product, according to new research.

The independent study of 2,000 British adults, commissioned by 360 Insights, a global leader in ‘Software as a Service’ platforms for marketers, found that 17% of consumers said their purchase decision was driven by a promotion, the same amount that identified product quality as the reason for their purchase.

The only factor deemed more important to consumers was product price, with 23% of respondents pinpointing cost as the main factor. The report also found that the internet is the most common place for consumers to find out about promotions and incentive programmes attached to home and kitchen appliances. 55% of respondents said that they heard about promotions online, as oppose to only 29% that had discovered them instore.

John Bird, UK General Manager at 360insights, says: “This research shows that rewards programmes are at the forefront of a consumer’s mind when purchasing home and kitchen appliances. With customers willing to substitute product quality for a reward, brands not offering an incentive programme run a serious risk of losing customers to rival brands that do.”

Bird adds: “This is worrying for brands that are spending considerable budget getting a customer to the point of purchase, just for that customer to switch to a competitor offering a promotion or reward. The brand is, effectively, spending money in creating demand that a rival company ends up benefiting from.”

360 Insights argues that with UK consumers’ main consideration being price, then promotions, a good price point in the market combined with a well-thought-out reward programme really will influence the buying decision of the customer.

360 Insights is a global Cloud-based provider of channel management software, incentive and promotional analytics and insights. UK clients include Bosch, Siemens, Neff, Stoves, Belling, Zanussi, Electrolux and Dimplex.

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Household appliances company Bosch is running a promotion offering a free TomTom Spark GPS fitness watch, worth £149.99, when they purchase a Bosch Athlet vacuum cleaner.

The TomTom Spark GPS fitness watch can accurately monitor physical activity, performance and heart rate and is also an MP3 music player, so consumers can listen to their favourite tracks while cleaning the house.

The campaign was put together for Bosch by London-based promotional agency, TLC Marketing UK.

Rebecca Ness, Trade Marketing Manager at Bosch, says: “This is a great example of how we make consumers lives easier and turn everyday tasks into pleasant and fun experiences while simultaneously tapping into current health trends.”

Martin Covill, Business Director at TLC Marketing, adds: “The Bosch Athlet TomTom Spark promotion is an innovative way to attract Bosch customers. Brands are starting to take advantage of the current digital health trend and so we wanted to reward Bosch customers with a high-quality gift they can use any time, for any activity. As the Athlet is cordless, the TomTom Spark will accurately track your performance while doing the vacuuming, making housework that little more rewarding.”

The campaign will be communicated through POS and runs until the end of October 2016.

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