| Title | INNOVATING EVOLUTION |
| Brand | SAMSUNG ELECTRONICS |
| Product/Service | IFA FAIR |
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Entrant Company
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CHEIL GERMANY Schwalbach, GERMANY
|
|
Advertising Agency
|
CHEIL GERMANY Schwalbach, GERMANY
|
Credits
| Roland Rudolf |
Cheil Germany |
Chief Creative Officer |
| Thomas Schroeder |
Cheil Germany |
Executive Creative Director |
| Hannes Deutsch |
Cheil Germany |
Creative Director |
| Miriam Preissinger |
Cheil Germany |
Senior Art Director |
| Ron Stasch |
Cheil Germany |
Designer |
| Sean-Andino Konrad |
Cheil Germany |
Designer |
| Annika D´Ambrogio |
Cheil Germany |
Senior Copywriter |
| Fernanda Roedel |
Cheil Germany |
Concept Developer |
| Rafael Cavalcanti |
Cheil Germany |
Junior Art-Director |
| Joana Vinheiro |
Cheil Germany |
Junior Art-Director |
| Moritz Gillrath |
Cheil Germany |
Agency Producer |
| Christiane Lobenstein |
Cheil Germany |
Planning Director |
| Hong Seuk Lim |
Cheil Germany |
Client Service Director |
| Sabrina Müller |
Cheil Germany |
Marketing Service Manager |
| Georg Erb |
Cheil Germany |
Business Intelligence |
Brief Explanation
The questions „Who we are?“ and „Where do we go to?“ have challenged mankind for thousands of years.
From the beginning of mankind tools have always been the key for evolution. As Samsung is the innovator and a driving force in mobile evolution, we wanted to show that Samsung tools and devices change the way we experience evolution. On the occasion of the IFA we melted two steps of evolution in Europe’s luxury prime department store KaDeWe: The present with our technical devices staged in a prehistoric surrounding. With leading design and high-class materials combined with high tech - all to position the brand as a powerful market player with superior products.
The Campaign
As a moving power of evolution in the mobile sector Samsung wanted to demonstrate its influence on evolution and its role in the market. So we communicated the brand with the campaign “Innovating Evolution” at KaDeWe, one of Europe’s prime department stores. We dressed up a primitive man equipped with the latest Samsung devices. Interactive art installations inside 10 shopping windows entertained people with the story of evolution. We created the first live auction with e-Bay for Charity. Plus a homepage on the website, which we used as content and a Facebook channel with social media to link to the website. A talk of town campaign which created impact and awareness.
Creative Execution
As campaign-protagonist we dressed up a primitive man fashionably and equipped him with the latest Samsung devices. A human version of him was also our special guest at the opening night. Through art installations inside 10 shopping windows we played with Samsung‘s influence on humankind’s evolution, resulting in a futuristic and breathtaking look. People could visualize, engage and even have fun with the story of evolution. Unlike most traditional shopping windows, our “installation” had evolved even further. Together with e-Bay for Charity, we created the first live auction sale on a display window. By simply scanning the QR-code, people could bid on their favourite items. Like this, we gave them the chance to contribute to evolution-research, since all auction funds went towards selected charitable organizations like WWF, BUND, Senckenberg Museum, Städel Art School and the public museums of Berlin.
The nationwide campaign made people curious to find out more at the KaDeWe Berlin. The entire buzz formed around our windows soon became the talk of town and made our opening night a complete success. The campaign brought 1,4 million visitors in 4 weeks, 2,3 million contacts on Facebook, reached 5,5 million people on TV, 2,2 millions via press and the live auction collected EUR 143.000 donation for charitable organizations.