Samsung Electronics Australia's Black Friday campaign, The Reverse Auction, via the CHEP network, allowed customers to decide the price they wanted to pay.
Each auction started with products listed at full recommended retail price (RRP) and saw the price drop until all available items had been bid for, or the price reached $1.
The campaign, launched via a series of social films that showcased the auction as breaking news, drove to a website experience that saw a range of Samsung products up for grabs.
CHEP’s group account director, James Townend, said: “To create a digital experience like Samsung’s Reverse Auctions required a full suite of integrated marketing and technology capabilities.
"From a technical perspective, we needed to build a solution with underlying infrastructure that was highly scalable to manage the potential for large volumes of simultaneous users. We also needed to balance that with an experience that was ruthlessly focused around creating an intuitive & delightful user experience, removing as much friction as possible along the way.”
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