And at Samsung we have to promote with 50% less budget than previous years.

• Brief: Create an online promo to increase the sales of one of Samsung's high-end TVs: The Frame, while highlighting the unique features, and its positioning as the TV of art.

• Objectives: Increase sales of The Frame in a complicated moment for the country, through a promotion that reduces its price, but not its value, and, at the same time, generates the awareness of it without enough budget for PR.

Description of Project The Frame is a TV of art from Samsung. The only television on the market shaped like a frame, and the only that when you buy it, you acquire more than 1,600 pieces of art in wallpaper format in standby mode.

Taking advantage of this particularity, we created a promo that hacked the Spanish tax system since we were selling it as art, with a VAT of 10% and not that of TVs, which is 21%. Through theartofhack.es, users could upload or paint any drawing on the web and automatically obtain a discount for being classified as art.

A legal loophole created to turn a promo into an opportunity to be more competitive in the market.

• Execution: The campaign started digitally with theartofhack.es. While we launched a promotional video, mailings and digital displays to reach more people. Finally we created spaces in art galleries and in our physical shops.

• Timeline 1- We launched theartofhack.es so that people could participate. 2- In parallel, we launched our campaign through banners and pre-roll videos to reach a wider audience and invite them. At the same time, we use Samsung's CRM database to send mailings to the interested target. 3- We expanded the idea by creating physical spaces in our stores and art galleries to get more people on board.

• Placement We use different channels to make a complete campaign (a landing page, Youtube Pre-roll, Mailing and spaces in Art fairs and Samsung Stores).

• Scale The idea has worked so well, that we want to take it to other countries where there is a VAT difference.

• Results: Sales 55% increase in sales. • Engagement +3000 users creating theirs drawings in theartofhack.es to get their discount • Reach +400% increase in visits to Samsung's website, 2.8M views in all media. In addition, some important media to talk about our idea, such as Antena 3 or Spanish radio Cadena Ser, amount others. • Achievement against business targets 33% of The Frame's annual sales are achieved in a single month.