Creative Execution

[Campaign Video] We selected a fake situation of "being a terminal patient". We conducted a fake health check-up, told them they were terminal patients, and interviewed them to deliver authentic feelings. [Microsite] At the end of the video, we ask, "how much time is left to you?" Consumers took a 5-step survey based on their life habits to calculate the time to spend with their family. [Messenger emoticon] We provided emoticon created based on the brand mascot usable at Kakao messenger to increase the time for the people to have conversations with their family, which contributed to making campaign viral.

[Brand & sales increase] - 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. [Media influence] - Over 100 press releases - Over 3000 voluntary posts by consumers - Media effect of over 5 billion won in total

Less and less people are applying for insurance plans in Korea due to economic depression. Also, most of Koreans are lack of interest in the importance of family, not only materially but also psychologically, as seen that they spend only 28 minutes a day with their family. Samsung Life needed to make the consumers emotionally bond with the nature of life insurance business, "taking care of the family", and as a result to enhance the need for life insurance.