CHARGE THE LIFE

TitleCHARGE THE LIFE
ClientSAMSUNG ELECTRONICS
Product / ServiceEXTERNAL BATTERY PACK ANIMAL EDITION
CategoryB08. Digital Design
EntrantCHEIL 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

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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