The Brief

There are so many valuable things that need to be charged, not just smartphones. People care about their smartphone battery level. However, they don’t care about endangered animals that die daily. We created four special external battery packs and developed the “Charge the Life” application. The “Charge the Life” application is automatically activated every time people charge their smartphones. Therefore, those who experience our battery pack and application equate their smartphone battery life with endangered animal life. We generated various expressions and sounds the endangered animals would make, depending on the smartphone battery level. When the battery level is low, the animal is lethargic. But when the battery level is fully charged, the animal looks happy. Ultimately, the more the battery is charged, the more energetic the animal becomes.

Creative Execution

We have utilized various channels since CMC videos were uploaded on YouTube on 24 February 2015 and “Charge the Life” application was released on Google Play on 23-27 February 2015. In order to raise awareness of how rare endangered animals are and to create long-term awareness in their daily lives, we didn’t limit ourselves to only CMC videos or key visuals. We tried to appeal to consumers by wrapping elevators and buses with the posters of endangered animals; by participating in international events such as CES and MWC; and by favorably placing the battery packs in retail locations.

Describe the creative solution to the brief/objective.

We tried to grab people’s sustained attention and create long-term awareness of endangered animal by creating four special external battery packs that the image of four types of endangered animals applied to and by making relevance with the act of charging their smartphones in a daily life.

Results

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.