The Campaign

Increasing number of global enterprises and on-line direct insurances was the red light to Samsung Life that has been the no.1 in the industry for 10 years. Samsung Life needed to emotionally bond with the consumers at the essence of insurance business in order to enhance the leadership as the no.1.

Results

The campaign mission was to enhance the leadership of Samsung Life relevant to "taking care of the family", the nature of insurance business, and objective was for the consumers wo recognized the "importance of family" to take it into action. Campaign Video To make it happen, we selected a fake situation of "being a terminal patient" for consumers to emotionally bond with. We conducted a fake health check-up in a group of people, told them they did not have much time left, and interviewed them afterwards to deliver their feelings. Microsite At the end of the campaign video, we ask, "how much time is left to you?" Consumers took a 5-step survey based on their life habits to calculate how much time they have to spend with their family, share the result through SNS channels and messengers. Messenger emoticon With most of people using smartphone around the nation, we provided emoticon usable at Kakao Talk to increase the time for the people to have conversations with their family. The emoticon made based on the mascot of Samsung Life made it more enjoyable to talk to the family. Furthermore, they were exposed to friends as well to become the viral factor for the use of campaign video and microsite.

Campaign video was exposed to the public through YouTube advertisement in the beginning. The video was voluntarily disdtributed on a rapid basis through YouTube, secondarily through the microsite, and tertiary through messenger emoticon. In summary, everyone could experience the campaign contents and be linked to campaign video through YouTube, SNS, microsite, and mobile messenger.

Brand value - Ranked 5th from 7th in Best Korean Brands 2015 according to Interbrand. - Insurance application for Samsung Life increased while overall application rate was declining. Campaign video - 1/3 of Korean Internet users, over 10M people, watched the video. - Over 40% shared it voluntarily to make the most number of shares in history of YouTube Korea. Microsite - Gained 300 PVs without execution of advertisement. (saved 3 billion won) - Over 70% of PVs, 2.2M people, participated in 5-step survey and shared to SNS. Media influence - Over 100 press releases - Over 3000 voluntary posts by consumers - Media effect of over 5 billion won in total

We needed to communicate in consumer-friendly way for people to think about the "lack of time to spend with the family" and change their attitude. The campaign video was in the format of a documentary based on interviews, website in SNS quick survey, and viral tool in messenger emoticon. All contents expressed the campaign message and key slogan of "Human, Love" for the brand to be clearly seen.