|Title||HUMIDITY ALARM BEAR|
|Product / Service||SAMSUNG DEHUMIDIFIER|
|Category||A02. Ambient media: small scale (incl. premiums and giveaways)|
|Entrant||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Entrant Company||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Advertising Agency||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Marc Mangi Baek||Cheil Worldwide||Creative Director|
|Jungmin Ma||Cheil Worldwide||Creative Director|
|Eunmin Lee||Cheil Worldwide||Senior Art Director|
|Yeonjoo Lee||Cheil Worldwide||Senior Art Director|
|Suntaeck Kim||Cheil Worldwide||Art Director|
|Jihee Ahn||Cheil Worldwide||Junior Art Director|
|Wooseob Oh||Cheil Worldwide||Junior Art Director|
|Yunyoung Huh||Cheil Worldwide||Copywriter|
|Seungil Park||Cheil Worldwide||Copywriter|
|Cholong Park||Cheil Worldwide||Junior Copywriter|
|Jungsuk Hahn||Cheil Worldwide||Junior Copywriter|
|Jaebum Ahn||Cheil Worldwide||Account Director|
|Hyunglip Lee||Cheil Worldwide||Agency Producer|
Samsung dehumidifier needed a point of difference in a fiercely competitive marketplace of more than 50 dehumidifier brands. We needed to grab attention of new customers who have difficulties maintaining the optimal humidity level because they don’t know when to use the dehumidifier.
Humidity is normally invisible, however, the humidity alarm bear is the first character to make the humidity visible. In addition, the bear character was made exclusively for the brand, therefore, giving the brand a unique image compared to its competitors.
We created the humidity alarm bear, a doorknob hanger with moisture-sensitive ink that makes the humidity visible through its color. They were distributed at stores for customers who purchased the dehumidifier. Through this campaign, people knew when to turn on the dehumidifier by looking at the bear’s color and maintaining optimal humidity became easier than ever before.
Sales increased 7 times than last year’s and the product became more fun to use The Humidity Alarm Bear featured in various media including doorknob hanger, TV, print, and OOH etc. with Youtube views reaching more than 2million. Not only has the bear differentiated the product from its competitor, but also has helped customers use their dehumidifiers properly after purchase.