Brief
A campaign that not only celebrates but also commemorates the 40 years of Samsung’s reign in Australia. This was a proactive brief that asked us to push the boundaries of what the brand would normally do and showcase out-of-the box thinking. A sale that was premium, urgent and exciting. The brief was a mock campaign.
Concepts
Art Direction
Graphic Design
Digital Design
Samsung in the 80s
Samsung arrived in Australia in the 80’s and the brand was seen as unknown and unfamiliar to the market. The became known as Samsung electronics and started to invest heavily on research and development to push the company’s innovation.
Samsung now
40 years on, Samsung has gone onto produce not only electronics, but also home appliances, TVs and smartphones. Innovation and security has been at the heart of Samsung’s mission and that has never changed.
Insight
Big brand celebrations normally involve an exclusive reward that is mailed directly to customers, a shopping splurge on the E-commerce website or promotional material that brag about the 30,40,50 years of a brand. We wanted to push the regular narrative and create an urgent campaign that not only highlighted the brand but also engaged customers.
Phase 1
Creative 1
With this direction, we wanted an idea that focused on 40 years of Samsung in a subtle but urgent manner. We steered away from fireworks, confetti and balloons and went for a more sleek approach. I worked with our copywriter to craft an idea that read 40-40-40. A sale that celebrates 40 years, for 40 hours only with 40% off. Visually I Art Directed and designed the concept. I wanted a mix of lifestyle and product imagery coming out of the number 40. Subtly indicating that Samsung seamlessly has lived in your lives for 40 years and counting. Eventually I wanted a transition from a product in the 80’s inside the 4 to a product now inside 0.
Creative rollouts
Social rollout
Phase 2
With Phase 2, we invite customers to claim the 40% discounts and prizes by scanning/clicking and claiming a tile that reveals their prize. We gamify and commodify the 40 years of Samsung in phase 2. Prior to this phase, customers have seen the 40 40 40 sale awareness campaign, which overarches this part of the campaign. Our suggestion was for this phase to be rolled out across social media, digital such as web banners and websites as well as bus shelters. Consumers are invited to scan, tap and touch one of 40 tiles across all.