BBH Singapore has unveiled a new shopping format for Samsung called “Buyable Worlds” which includes Samsung home appliances, including the brand’s Bespoke line, and lifestyle TVs.

“It was developed to recognize that social commerce doesn’t have to be driven by a push-to-buy approach,” Samsung said. “Instead, audiences can enjoy the journey from first seeing a product to the moment of purchase.”

The format creates immersive worlds that engage audiences, followed by an experience that replicates a successful “department store” approach, the brand added.

“E-commerce is generally approached and viewed as purely transactional. But that’s not how people behave online,” said Sascha Kuntze, Creative Director at BBH Singapore. “People don’t ‘shop’ anymore; they are always shopping.

The first series includes sets of pieces created by miniature designers and modellers Ruchika Nambiar, Robb & Jess of Jessica Cloe Miniatures, Briar Nielsen, Hannah Lemon and Anna Wright. Rooms feature on-trend styles, from dark college to grand millennial to maximalism, to show how Samsung products can not only fit in but also inspire home designs.

The concept of miniature houses was developed by BBH Singapore for its strong resonance with design enthusiasts and decorators. It talks about the appreciation of craftsmanship and shows how, in interior styling, the little details matter.

Kicking off in Indonesia and Thailand today and expanding to Singapore in the coming weeks, the campaign will launch on Instagram, complemented by a number of first-hand design diaries from the makers behind the piece sets.

This is the first use of this new format that the agency has developed to deliver more engaging e-commerce through social media.

The BBH Singapore team has carefully planned how the content takes shoppers on a journey from initial inspiration to action. Samsung’s creation mimics the appeal of a storefront through miniature room decor designs, all the way to a showroom experience. Finally, it replicates a smart and user-friendly store assistant by selecting a suitable end product for each user as the content evolves.

“This creation seeks to turn scrollers into buyers, drawing people into the charming worlds of these model homes, filled with craftsmanship and interior design,” said Olivier Bockenmeyer, Corporate Marketing Manager, South Asia. -East and Oceania at Samsung Electronics.

“Using the double vision of how people actually use social media and their passion for interior design, BBH Singapore showed users how our products can fit their own lifestyle.”


Agency: BBH Singapore
Creative Director: Sascha Kuntze
Artistic Director: Charlene Chua
Artistic Director: Gaston Soto
Artistic Director: Dawn Abegail Lee
Editor: Gwendolyn Lee
Content Creators: Gerard Koh, Sally Liu
Chief Growth Officer, Asia: Megan Morell
New Commercial Director: Manavi Sharma
Commercial Director: Jasmine Portman
Account Manager: Crystal Loo
Account Manager: Zina Ng
Chief Strategy Officer: Ruth Lim
Strategist: Meili Yeo
Social Content Director: Mathilde Caraccio
Social Specialists: Rebekah Anthony, Kristal Lee
Agency Producer: Cheryl Tiah

Film production company: Rolla Productions
Director: Jake Nam
Photography studio: Studio Reverie
Photographers: Dominic Chua, Chloe Cheng
Sound production: merging adventures into audio
Miniature Artists: Ruchika Nambiar, Robb & Jess from Jessica Cloe Miniatures, Briar Nielsen, Hannah Lemon and Anna Wright

Customer: Samsung Electronics (Southeast Asia and Oceania)
Regional Corporate Marketing Manager: Olivier Bockenmeyer
Regional Media and Marketing Investment Manager: Sidharth Bhasin
Senior Regional Brand Marketing Manager: Roy Lan
Regional Corporate Marketing Management Associate: Mallorie Ng
Regional TV/AV Manager: Germain Clausse
Regional Marketing and Partnerships Manager (TV/AV): Edmond Lim
Assistant Regional Business Analysis Manager (TV/AV): Chloe Erh
Regional Digital Device Manager: Daren Tay
Senior Regional Product Marketing Manager (Digital Devices): Novita Novita
Regional Product Marketing Manager (Digital Devices): Isobelle Tan
Regional Product Marketing Manager (Digital Devices): Jerrelin Caballa