| Title | INNOVATING EVOLUTION |
| Brand | SAMSUNG ELECTRONICS |
| Product/Service | IFA FAIR |
| Category |
A06. Events & Experiential (incl. stunts) |
|
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 |
The Campaign
The questions „Who we are?” and “Where do we go to?” have challenged mankind for thousands of years.
The answer and the key for evolution have always been tools. And what once had been a hand axe, today is a smartphone with a gorilla glass. As a driving force of evolution in the mobile sector Samsung wanted to demonstrate its innovating influence on 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. Leading Design and high-class materials combined with high-tech.
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 with VIP’s from press and trade. Through interactive 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. Together with e-Bay for Charity, we created the first live auction sale. The disruptive combination of „Innovating Evolution“, ultimate high-tech in a high-class fashion store and offering charity auctions instead of ordinary sales offers, attracted attention, made it talk of town and therefore gained lots of PR.
The Brief
Besides the daily business and the category conventions of hard selling and competitive product-show the Evolution campaign at the KaDeWe should build the brand image. With staging Innovating Evolution in Europe’s fashion icon KaDeWe in a playful understatement tonality we wanted to create synergy effects and create a totally unexpected side of the brand.
Therefore Samsung as an Innovator wanted to demonstrate its role as moving power in the evolution of the mobile sector and make the target group understand, that with Samsung you always get the latest update of evolution.
Execution
With interactive art-installations in 10 shopping windows we created interest and engagement by telling the story of evolution. Futuristic and unseen. People could visualize, engage and have fun with the story of evolution: for example by being followed by a dinosaur-eye or swiping fishes into the mouth of an alligator by moving their hands. Moreover they could join the first live auction sale ever created on a display window by scanning the QR-code and biding for their favourite item. The auction funds went towards selected charitable organizations like WWF, BUND, Senckenberg Museum, Städel Art School, Berlin public museums.
Every shop window supports a different organization that invests in our future. So everybody was just part of Innovating Evolution with the latest devices of Samsung.
The entire buzz formed around our windows soon became the talk of town. The shop windows attracted 1,4 million visitors in 4 weeks, 2,3 million contacts on Facebook, reached 5,5 million people on TV, 2,2 million via press, PR about the event in the IFA related trade press. And the live auction collected 143.000 Euro donation money for charitable organizations.
The Strategy
KaDeWe is an outstanding landmark for premium lifestyle. The KaDeWe is the opposite of discount and sales, brands being there will be automatically desired and become lifestyle tools. We wanted to approach to the prime target group and fascinate them for our high-tech in an unseen way. The target audience reflects both lifestyles - the luxury KaDeWe and the spirit of the mobile digital natives. The focus was on the flagship products, the high-end innovations and state-of-the-art devices; the KaDeWe was the perfect setting. The combination of the KaDeWe environment, the newest innovations and the non-profit activity worked brilliantly to build brand desire. All together a perfect story to get PR awareness.