As part of the commitment by @SamsungEspana to improving people's lives by putting technology to work on specific problems, and for the launch of its Addwash washing machine, the brand commissioned a study from Ipsos that revealed that only 3 in 10 men usually put the washing machine on.
@SamsungEspana saw Twitter as the ideal platform for promoting its product while giving visibility to a controversial social issue, via an amusing treatment using real people. The brand generated a movement around the #YaNoHayExcusas hashtag, encouraging user involvement and engagement.
To see whether technology brings us more equality, @SamsungEspana carried out an experiment in Jun, the most technologically advanced town in the world, where everything operates via Twitter. It ran a campaign on Twitter to tell people about the experiment, working together with @wysitweet, @performics_es y and @StarcomSpain, using Twitter's creative palette. As a teaser, @SamsungEspana launched a RT to Remind, where users received a personalised response with a video explaining the history of Jun and the pioneering network thought up by its mayor.
On launch day, it achieved major coverage with a First View and a Promoted Trending Topic and incentivised conversation with a personalised emoji. Once Jun had shown that household chores can be shared, it extended the movement to other users via an educational and humorous Chatbot, in which real residents of Jun gave advice on how to put a washing machine on.
In addition, through a Website Card, @SamsungEspana enabled users to personalise their Twitter avatars to show solidarity with the movement for equality and make their commitment visible.