Title | CHARGE THE LIFE |
Brand | SAMSUNG ELECTRONICS |
Product / Service | EXTERNAL BATTERY PACK ANIMAL EDITION |
Category | B08. Digital Design |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Production Company | OASIS PRODUCTION Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Kyungseon Chang | Cheil Worldwide | Creative Director |
Munjae Won | Cheil Worldwide | Copywriter |
Daewon Kim | Cheil Worldwide | Art Director |
Joongsik Choi | Cheil Worldwide | Copywriter |
Jihyun Park | Cheil Worldwide | Account Executive |
Yookyung Eun | Cheil Worldwide | Account Executive |
Jun Bae | Cheil Worldwide | Account Executive |
Jinyeol Jung | Cheil Worldwidec | Art Director |
Sungwook Kim | Cheil Worldwide | Art Director |
Kukhee Pak | Cheil Worldwide | Account Executive |
Seuk Jeon | Cheil Worldwide | Account Executive |
Sunny Cho | Cheil Worldwide | Account Executive |
Junyoung Cho | Cheil Worldwide | Account Executive |
Darong kim | Cheil Worldwide | Digital |
Dongeun Jung | Cheil Worldwide | Executive Creative Director |
Eun-Sook Koh | Cheil Worldwide | Account Director |
We created four special external battery packs featuring illustrations of four endangered animals, and developed the “Charge the Life” application. The “Charge the Life” application automatically activates every time people charge their smartphones. Therefore, those who experience our battery pack and application will equate their smartphone battery life with endangered animals’ lives. As a result, we tried to grab people’s attention for endangered animals by associating the animals with the daily act of charging smartphones.
There are so many valuable things that need to be charged—not just smartphones. As a leader in smartphones, Samsung electronics found an insight that people care about their smartphone battery life. However, they don’t care about endangered animals that die daily. Therefore, we started the “Charge the Life” campaign to revive dying endangered animals as your battery charges.
We generated various expressions and sounds that endangered animals would make, depending on the smartphone battery level. We didn’t merely create the external battery packs, but also developed the “Charge the Life” application that is synced with the battery packs. When the battery level is low, the animal is lethargic. But when the battery level is fully charged, the animal looks happy and satisfied. Also, we created CMC videos to emphasize that cute endangered animals disappear daily, to make it go viral. Therefore, we tried to grab people’s attention and sustain long-term awareness about endangered animals.
After the “Charge the Life” campaign was implemented, people downloaded the “Charge the Life” application from Google Play, available in three languages: Korean, Chinese, and English. We also created CMC videos so people would sustain long-term awareness about endangered animals. The “Charge the Life” campaign has helped increase sales, as people began associating Samsung with external battery packs beyond smartphones. Ultimately, people began to think of Samsung as a corporation that also cares for the lives of those that deserve more love through our “Charge the Life” campaign.