Arguably the biggest commerce event in the calendar. Generating $33.9bn in sales worldwide, with an estimated $3.8bn in AU, Black Friday is a revered sales moment each year for Samsung. But Black Friday’s widespread popularity has created a market that is swamped with brands competing for attention. We needed to create a standout moment for Samsung in the ocean of deals customers are offered on Black Friday.  Our solution was to flip Black Friday eCommerce on its head by introducing ‘Reverse Auction’. A new online sales mechanic, where Samsung gave customers the power to decide the price they’d pay for its most popular products. To design our digital experience we tapped into the power of FOMO. Unlike a regular auction, each Reverse Auction started with products listed at full recommended retail price. These prices would then drop back in increments until all items in the auctions had been bid for, or the price reached $1 – whichever happened first. To secure the item the first bid wins. But users only had one. This tension proved irresistible. In the UI micro interactons dialled up the tension and animations heightened the anticipation. This all sparked a bidding fever. We celebrated the winning bids with the winners, but we also told all the other bidders what they’d missed out on - dialling up the FOMO even more. And whilst we only auctioned off 60 products in the Reverse auctions, we captured 51,512 leads. That’s 51,452 leads who didn’t win an auction and didn’t want to miss out again. So when we sent those leads discount vouchers for Samsung.com our Black Friday sales went through the roof.