Category: Other Consumer Products (including Durable Goods)
Advertiser: SAMSUNG ELECTRONICS
Product/Service: NX200 CAMERA
Agency: CHEIL WORLDWIDE
Chief Creative Officer: Ina Choi (Cheil Worldwide)
Executive Creative Director: Thomas Hong-Tack Kim (Cheil Worldwide)
Copywriter: Yu-Hyun Lee (Cheil Worldwide)
Copywriter: Jungsuck Lee (Cheil Worldwide)
Art Director: Seungyon Chung (Cheil Worldwide)
Art Director: Cinjae Whang (Cheil Worldwide)
Web Supervisor: Seungyong Kang (Does)
Design Supervisor: Donghoon Chae (Gab)
Designer: Sungmin Jee (Freelance)
Account Executive: Koohyun Yoo (Hakuhodo Cheil)
Media placement: Guerilla Marketing - Street - 11 Mar. 2012
Describe the brief/objective of the direct campaign.
South Korea is well-known as a country that has high interest in beauty. People admire beautiful celebrities so much that they dress, eat, and spend time or money like famous stars. Just like the stars, fashion and trends take up important parts of people’s lives. Many don’t even hesitate in having plastic surgery to be as beautiful as the stars. Based on such national atmosphere, Samsung Camera decided to help the real people feel like real stars by using NX200, a light mirrorless camera that offers high quality images.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea is simple. Consider the real people the real famous stars in order to help them experience unforgettable and unexpected moments.
Explain why the creative execution was relevant to the product or service.
Several paparazzi suddenly crowd around a real person in the streets, cafes, beauty shops, stores etc and take a photo with Samsung Camera’s NX200. They tag a QR Code sticker on the person and run away. When the person scans the QR Code on his or her phone, the photo that was just taken appears on the screen. Click on YES, and the photo is on the cover page of a magazine with eye catching headline. This cover page is then instantly uploaded on NX200's Facebook page to be shared by everyone online.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The paparazzi magazine covers of real people plastered the News Feed on Facebook as people quickly participated in the fun event. People gradually became curious about the camera that had taken such good quality paparazzi photos and began asking questions. They were able to find out the main and outstanding features of NX200: easy to carry, high-quality images. The event was not only a sensational success that gave excitement and satisfaction to the people, but also enabled Samsung Camera come closer to the public. Both Samsung Camera’s brand awareness and preference jumped tremendously after the event.