Samsung: Design & Branding

Credits & Description:

The Newspaper Design Edition
Brand SAMSUNG
Entrant JUNG VON MATT/LIMMAT ZURICH
Dennis Lück Jung von Matt/Limmat AG Chief Creative Officer
Lorenz Clormann Jung von Matt/Limmat AG Creative Director
Samuel Wicki Jung von Matt/Limmat AG Creative Director
Matthias Fürst Jung von Matt/Limmat AG Art Director
Lukas Amgwerd Jung von Matt/Limmat AG Copywriter
Vanessa Zwinselman Jung von Matt/Limmat AG Client Service Director
Daniela Chiani Jung von Matt/Limmat AG PR Consultant
Raphael Leutenegger Studio Feixen Designer
Felix Pfäffli Studio Feixen Designer
Daniel Peter Studio Feixen Designer
Marwan Abdalla Team Tumult Director
Natalie Grichting Starcom Agency Partner
Manuel Fischer Miteinander Musik Music producer
Fabian Fehr Samsung Electronics Switzerland GmbH Client
Allan Havermann Samsung Electronics Switzerland GmbH Client
Pia De Carli Samsung Electronics Switzerland GmbH Client
Synopsis
The new Samsung Galaxy S8 should be perceived as a new iconic design on the iPhone-dominated Swiss market. But how can you communicate to the entire population at once that Samsung is revolutionising the market with innovative design?
For that, the design of something that all Swiss people hold in their hands every day was radically changed: their beloved “20min” newspaper.
Outcome
The newspaper design edition even evoked a response from rival press outlets across Switzerland, and design blogs from around the world reported on this radical approach to the supposedly traditional print channel. The message “the Samsung Galaxy S8 is synonymous with revolutionary design” reached four million contacts and increased sales fort he new Samsung Galaxy S8 by more than 40% compared to the previous S7 launch. These numbers mean: For the first time ever, Samsung has overtaken Apple in Switzerland.
Execution
A new and uniform image concept was created for the newspaper. Nothing was left untouched, creating a totally new experience with Switzerland`s most popular newspaper. The layout was changed, the font was updated, a new image concept was developed and fresh icons were designed for each section.
Campaign Description
On the Galaxy S8’s launch day, the largest daily newspaper in Switzerland was completely redesigned. The layout was entirely changed, the font was updated, a uniform image concept was created, and icons were designed for each section. By doing this, an analogy to the innovative design of the new Galaxy S8 was established.
JUNG VON MATT/LIMMAT Zurich, Switzerland Entrant Company
JUNG VON MATT/LIMMAT Zurich, Switzerland Idea Creation
JUNG VON MATT/LIMMAT Zurich, Switzerland Production
STUDIO FEIXEN Luzern, Switzerland Production
TEAM TUMULT 8037, Switzerland Production
JUNG VON MATT/LIMMAT Zurich, Switzerland PR
JUNG VON MATT/LIMMAT Zurich, Switzerland Media Placement
STARCOM Zurich, Switzerland Media Placement
20 MINUTEN Zurich, Switzerland Media Placement
SAMSUNG ELECTRONICS SWITZERLAND Zurich, Switzerland Additional Company