Title | MAKING BESPOKE THE PLACE TO B - HOLISTIC LAUNCH CAMPAIGN |
Brand | SAMSUNG ELECTRONICS |
Product / Service | SAMSUNG BESPOKE |
Category | E03. Special Build |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Media Placement | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
PR | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Production | OBJECT-X Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Soora Min | Cheil Worldwide | Creative Director |
Boram Cho | Cheil Worldwide | Copywriter |
Jaeyeon Kim | Cheil Worldwide | Art Director |
Sunmi Park | Cheil Worldwide | Copywriter |
Hyunjung Kwon | Cheil Worldwide | Account Director |
Hyunjung Park | Cheil Worldwide | Account Executive |
Gilwon Jang | Cheil Worldwide | Account Executive |
Jiwon Yoon | Cheil Worldwide | Account Executive |
Youngjin Oh | Cheil Worldwide | Agency Producer |
Heng Lee | OBJECT-X | DIRECTOR |
BUMKYU HUR | UNFRAME | EDITOR |
dylan bae | KISSFM | SOUND SUPERVISOR |
Under the slogan “If your lifestyle is different, your refrigerator needs to be different,” we subdivided our core target audience into 10 categories and matched our product modules to go with the different kinds of hotspots they frequent. Each hotspot was transformed into one of our exhibition stores and we encouraged people to voluntarily share their experiences about the product via SNS. The places Millennials enjoy gathering became our outdoor media locations.
Korean Millennials are very sensitive to trends, and letting others know that they’ve been to trendy hotspots is the kind of experience that they want to show off to others. This kind of generational characteristic is what makes our BESPOKE products, integrated into trendy hotspots, an experience they would want to share via SNS.