The Brief:
More people use Samsung technology globally than any other technology brand.
Their products are well loved, but the brand itself didn't stand for anything.
We needed to change perception of Samsung from an unloved, anonymous brand to one that people find inspiring and emotionally engaging.
The Solution:
We hit upon the insight that Samsung don't just launch products, they launch products that launch people.
So we created the Samsung 'Launching People' global initiative.
We found inspiring examples of people around the world who were using Samsung technology to launch their hopes and dreams, and created premium content that acted as catalysts for others to launch themselves.
Awards:
The Launching People Brand Platform has led to global work that has won:
7 Cannes Lions
Clio - Silver,
New York Festival Finalist
Links:
Launching People / Cannes / Telegraph
For the UK Launch of 'Launching People' Samsung partnered with Sky TV.
The programme 'The Ones to Watch' followed the competition winners as they worked closely with their celebrity mentors Paloma Faith, Rankin, Idris Elba and Gizzi Erskine within the respective fields of music, photography, film and food.
Back to OVERVIEW