The Brief

Nowadays we see people set face to face at coffee shop without chat .Instead, they look at their phones every 2 min. We became SMART, also we became very COMPETITIVE. Due to global economy crisis, it became harder to find a job or to achieve dreams for young people. Although life seems hard and blank at the moment, always there is an answer. To find answers we look for someone we look up to. A pep talk.

Describe how the promotion developed from concept to implementation

Most think of smart phones and cutting-edge technology when they hear the brand ‘Samsung.’ However, to truly connect with the younger generation, Samsung went offline to form a stronger bond with them. PepTalk focuses on communicating through storytelling which is composed of logical construction, distinctive guest mentors and affective presentation. But the core of PepTalk storytelling is the sincerity of mentors as well as the empathy between the speaker and the audience. It is not simply a one-way communication but a process of sharing life experience where the mentors build rapport with the audience.

Describe the success of the promotion with both client and consumer including some quantifiable results

Since 2011 October, throughout 18 months, 15 cities, 37 episodes, 80 mentors, 160,000+ participants, 1,081,967+ video views, 1500 major news outlets coverage, 50,000+ twitter mentions, 2000+ facebook comments has been issued. Moreover, Samsung employees taken part and signed up for “Mentoring” Program to provide actual guidance to college students. As well, college students signed up to mentor middle school students in low income families,hoping to make a SMART world for all.

Explain why the method of promotion was most relevant to the product or service

There is always a medium, such as smart phones, computers, TVs and books that connects the SNS generation to others. This prevents them from feeling the sensation that comes from personal interaction. Samsung CEOs got together to stand in front of the youth as parents, friends, and seniors, not to lecture on their success stories or corporate philosophy but rather to sympathize with failures and challenges youths are going through. To make this campaign a significant moment where young people can share and enjoy their dream, passion and thought, it was named PepTalk (literally ‘passion talk’ in Korean).