SAMSUNG, INSPIRED BY YOU

TitleSAMSUNG, INSPIRED BY YOU
ClientSAMSUNG ELECTRONICS
Product / ServiceSAMSUNG PRODUCTS
CategoryC02. Use of Real-time Data
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation 2 CHEIL GERMANY Frankfurt, GERMANY
Idea Creation 3 REDHOOD Seoul, SOUTH KOREA
Idea Creation 4 MINORITY Seoul, SOUTH KOREA
Idea Creation 5 DAAMDAAMSAMUSO Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
Production REDHOOD Seoul, SOUTH KOREA
Production 2 MINORITY Seoul, SOUTH KOREA
Production 3 DAAMDAAMSAMUSO Seoul, SOUTH KOREA
Production 4 TAMSCHICK MEDIA+SPACE Berlin, GERMANY
Production 5 AD MODUM Potsdam-Babelsberg, GERMANY
Additional Company RABBIT WALKS Seoul, SOUTH KOREA
Additional Company 2 MARKENFILM Wedel, GERMANY
Additional Company 3 POOL GROUP Emsdetten, GERMANY

The Campaign

The idea was focused on the interaction between digital kiosks and the main screen. We transformed visitors’ selfies into animated images with particles made of products, and put them in the screen to make our visitors to be part of our own content. TVs, washing machines, smartphones, and air conditioners… We took all of Samsung’s product lineups and represented each of them as particles, as a motif interconnecting them to create new world in the huge entrance screen. We strayed from the typical design elements involving lines, or lighting, and looked towards the products themselves for inspiration. At each digital kiosk, all of Samsung’s particles come together to create facial images of visitors, to deliver a philosophy that these technologies exist at the leisure of our consumers. The faces of each visitor from the interaction represented the future of Samsung IoT Technology, which means it could be anyone’s future.

Creative Execution

1. The Screen 55 meters, ultra-high 14K resolution and 27 HD projectors aligned with the screen which was the largest curved screen of IFA history. The spatial gesture of the curved screen attracted visitors into the visionary product world. 2. The Kiosk We designed our very own digital kiosk for the interaction with 46” display and circle shape of lighting on top. The journey for the kiosk was simple. Welcoming – Guide for Selfies – Transformation – Sending; once the visitors were welcomed to each kiosk, they get participated in taking a selfie, then their selfies get transformed into animated images made of particles of Samsung products and sent to the screen in real-time, right at the end of the brand manifesto.

During the IFA(01/09/2017 – 06/09/2017), total 190 thousand people visited the Samsung brand park which was ten thousand more than last year. The participation for the interaction with kiosks recorded high participation rate (82% to 97% compared to maximum experience per one day of kiosk). With over 14 thousand visitors interacting with the kiosks and the idea spread across SNS platforms all over the world.

The main idea of the campaign for 2017 IFA(Internationale Funkausstellung Berlin) is utilizing interactive media to connect every visitor to Samsung brand park. As the key message of the campaign is “Samsung, Inspired by You”, the digital kiosk was a new media designed for digesting the idea of IoT(Internet of Things) ; IoT world created by and for the consumers. It enabled the visitors to create their own content and send it to the screen in real-time. It aroused visitors’ curiosity as providing an experience to be a part of the IOT world as stepping in Samsung’s brand zone.

Insights, Strategy and the Idea

1. Brand Manifesto The brand message, “Samsung, Inspired by You” is the key message of the exhibition and the big screen in Samsung brand zone was a main medium for this brand manifesto. For that, a manifesto film was made to demonstrate what it would be like when every Samsung products get connected with consumers. 2. Interactive Not just making to see what it’s like through manifesto film, we developed interactive digital kiosks before the screen to engage the visitors. With the kiosks, each visitor could take their own selfies and transform them into animated facial images which were made with product particles. 3. Journey The entire journey for the Samsung exhibition started with the brand manifesto and interactive digital kiosks. With this, it was possible for visitors to engage with the brand message and take a glimpse of new IoT life that Samsung presents.

Credits

Name Company Position
Jongwook An Cheil Worldwide Project Leader
Chelhong Kim Cheil Worldwide Project Leader
Youngsu Lee Cheil Worldwide Account Manger
Jaewon kim Cheil Worldwide Account Manger
Jonghee Yoo Cheil Worldwide Executive Creative Director
Jaewook Nam Cheil Worldwide Creative Director
Seongkeun Yoo Cheil Worldwide Contents Creative
Soojin Oh Cheil Worldwide Art Director
Jihyun song Cheil Worldwide Art Director
Wonjun Jang Cheil Worldwide Copy writer
Seongyong Kim Cheil Worldwide Copy writer
Jaeik Choi Cheil Worldwide Space Designer
Changwan Choi Cheil Worldwide Space Designer
Jeehea Kim Cheil Worldwide Space Designer
Hyejin Kim Cheil Worldwide Space Designer
Hyejin Kim Cheil Worldwide Space Designer
Boris Banozic MD Lab Executive Creative Director
Jan Schwiersch MD Lab Creative Director
Mahmoud Hakim MD Lab Head of Design
Vladimir Moldovanu MD Lab Senior Designer
Dominik Buhr MD Lab Senior Designer
Jong Hyeon Lee MD Lab Business Lead
Roland Rudolf Cheil Germany Chief Creative Officer
Chinho Chang Cheil Germany Production
Taehyung Kim Cheil Germany Production