| Title | INNOVATING EVOLUTION |
| Brand | SAMSUNG ELECTRONICS |
| Product/Service | IFA FAIR |
| Category |
H02. Branded Tech off-line (incl. Digital Installation/Exhibit) |
|
Entrant Company
|
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 |
Creative Execution
Through interactive art installations inside 10 shopping windows we showed Samsung‘s influence on evolution. People could engage and have fun with the story: by being followed by a dinosaur-eye or swiping fishes into an alligator mouth by moving their hands. A platform on the homepage as well as a Facebook channel invited people to „Discover“ Innovating Evolution. With e-Bay for Charity we created the first live auction sale. By scanning the QR-code, people could bid on their favourite items. The auction funds went towards selected charitable organizations like WWF, BUND, Senckenberg Museum, Städel Art School and the Berlin Public Museum.
The entire buzz formed around our windows soon became the talk of town. The campaign brought 1,4 million visitors in 4 weeks, visitors liked to get engaged with the experience applications, 2,3 million contacts on Facebook, reached 5,5 million people on TV, 2,2 millions via press and the live auction collected 143.000 Euro donation money for charitable organizations. Overall the campaign staged Samsung as a big player in pushing evolution forward by letting the target group experience an updated version of our evolution and being part of it at the same time.
There is no category dedicated more to interaction and connectivity like smartphones. Samsung is one of the driving players in the market. For that reason interactive is the brands playground. The answer and the key for evolution have always been tools. As a moving power of mobile evolution Samsung wanted to demonstrate its innovating influence on evolution with its smartphone tools. During the IFA we melted two steps of evolution in Europe’s luxury department store KaDeWe: The present with our technical devices staged in a prehistoric surrounding. We created a place where evolution meets high-tech. 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 sale with e-Bay for Charity with the objective the target group to watch Samsung innovating Evolution by being an interactive part of it with their smartphones.