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CHALLENGE
With inflation impacting middle-class purchasing power, Samsung needed to boost sales of The Frame, a premium TV positioned as art, without relying on traditional discount-driven promotions or having a large PR budget to generate awareness.SOLUTION
Cheil Spain turned The Frame's artistic positioning into a competitive advantage by legally reclassifying this TV as art. Through theartofhack.es, users could upload or create their own artwork, display it on The Frame and automatically unlock a reduced VAT rate (10% instead of 21%). By exploiting a fiscal loophole, we transformed a promotion into a creative, participatory experience that allowed users to literally create their own discount.
RESULTS
The campaign delivered a 55% increase in sales, with 33% of annual The Frame sales generated in just one month. More than 3,000 users participated on the platform, website traffic grew by 400% and the campaign reached 2.8 million views across channels.
The idea achieved widespread media coverage, including major national media, such as Antena 3 or Cadena SER, and marked a turning point in how Samsung Spain approaches promotional communication, proving that creativity can directly drive business results.