Seoul: Samsung Electronics Co. has announced a collaboration with Italy's utility firm Enel to offer free electricity to Italian customers purchasing its washing machines.

According to Yonhap News Agency, the agreement allows customers who purchase Samsung washing machines in Italy to receive up to 180 kilowatt-hours of free electricity over the next two years. This amount of electricity is sufficient to power a Samsung A-rated washer in Europe for approximately two years.

Customers eligible for this offer must be receiving their electricity from Enel and will need to connect their Samsung washing machine to SmartThings, Samsung's AI-based connectivity platform. This initiative is part of Samsung's broader strategy to introduce energy-saving packages in various countries.

Samsung has launched similar initiatives in other regions. In Britain, the company partnered with British Gas to introduce the Samsung Weekend Saver Fix tariff, offering half-priced electricity during weekend daytime hours for Samsung product buyers. In the Netherlands, Samsung collaborated with Coolblue to start a free-electricity program in June, aimed at helping customers lower their electricity bills.

In the United States, Samsung teamed up with Leap Energy to launch the Samsung Flex Connect program last year. This program allows users in California, New York, and Texas to save energy and earn Samsung Rewards by connecting smart devices through the SmartThings app.