|Product / Service||SAMSUNG GEAR|
|Category||A01. Use of Technology|
|Entrant||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Entrant Company||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Advertising Agency||CHEIL WORLDWIDE Seoul, SOUTH KOREA|
|Kate Hyewon Oh||Cheil Worldwide||Executive Creative Director|
|Jongmin Kim||Cheil Worldwide||Art Director|
|Martin Soendergaard||Cheil Worldwide||Art Director|
|Gayoung Choi||Cheil Worldwide||Junior Art Director|
|Minju Song||Cheil Worldwide||Junior Art Director|
|Boram Cho||Cheil Worldwide||Copywriter|
|Nahil Kang||Cheil Worldwide||Copywriter|
|Joseph Davies||Cheil Worldwide||Copywriter|
|Yaeji Lee||Cheil Worldwide||Junior Copywriter|
|Jiyoung Suh||Cheil Worldwide||Account Director|
People could randomly watch a two part mobile teaser: one part for each one of the twins. But by syncing their phone with someone else’s, they could watch the entire story. Each part of the teaser had its own soundtrack. But once the phones were synced, the tunes complemented one another to create a new musical score. The beauty of this idea is that people had to be together to watch it. People could also create their own customized story. By syncing with a friend, a lover or a family member, they could create and watch a two-sided movie together.
With the wearables market yet at its beginning stage, Samsung, as category leader, projected to communicate to consumers the values and philosophy around the product rather than specific features. The film, based on a true story, led to higher anticipation and attention among consumers preceding product launch. Survey results show that consumers’ perceived product awareness, preference, and relevance were increased by 8%, 12%, and 11% respectively.
With the wearables market yet at its beginning stage, Samsung projected to communicate to consumers the values and philosophy around the product rather than specific features. The film, based on a true story, features the device as an agent amplifying the heartwarming connection between these reunited sisters. To induce a more organic spread of reach, YouTube and social media (FB, TW) were used as media tactics Our campaign is based on the true story of Samantha Futerman and Anais Bordier. They are twin sisters, separated at birth, and living thousands of kilometers apart. They knew nothing of each other for 25 years, until a chance encounter changed their lives forever. Inspired by their story, we created a mobile experience that brought consumers through their journey of discovery.