How powerful is that stick vacuum? That’s the question that clinches the purchase. Samsung Australia claims its Bespoke AI Jet Ultra Stick is the World’s Most Powerful Cordless Stick Vacuum. Great, but every other stick vacuum also makes big suction claims.

So Clemenger BBDO showed Australia what Samsung’s 400w of power can do – by feeding rival cordless stick vacuums into an industrial grinder and then letting the Bespoke AI Jet Ultra Stick clean them up.

The resulting debris from the experience became the foundation of a creative mailer sent to select reviewer media and influencers so they too could experience the World’s Most Powerful Cordless Stick Vacuum for themselves.

Jessiika Wilson, content creator, was one influencer who received the mailer, rigged to pop open via a pull tag and make a mess on the floor. “I honestly thought it was a joke when tiny shards of vacuums exploded all over my floor. Thankfully, Samsung had provided me with a Bespoke AI Jet Ultra stick vacuum to test. They weren’t joking about cleaning up the competition. It was so easy,” she commented.

Paul Meates, executive creative director at Clemenger BBDO, noted that pairing digital content with authentic influencer experiences tapped into the cultural truth that 91% of Gen Z consumers say they’re more likely to try new products after seeing creators use them. “We put the Bespoke AI Jet Ultra Stick Vacuum directly in the hands, and feeds, of those who have a huge influence over the buying decisions of Australians. Our rigged box gave influencers firsthand experience of the incredible power and cleaning performance of the vacuum in a way their followers couldn’t ignore.”

Clemenger’s There is no Competition campaign is currently live, with the hero asset running across YouTube and Meta. Creative mailers continue to be shared with earned and supported reviewer media and influencers.