| Title | INNOVATING EVOLUTION |
| Brand | SAMSUNG ELECTRONICS |
| Product/Service | IFA FAIR |
| Category |
A03. Use of Exhibitions and Installations |
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Entrant Company
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CHEIL GERMANY Schwalbach, GERMANY
|
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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 Brief
From the beginning of mankind tools has always been the key for evolution. And what once had been a hand axe, today is a smartphone with all its devices. People take these tools for granted. Nobody truly realizes how important they are for the progress of evolution. Therefore Samsung as an innovator wanted to demonstrate its role as moving power in the mobile evolution and make our target group understand, that with Samsung you always get the latest update of evolution.
Campaign Success
The task was to convince people of Samsung being a powerful pusher of evolution. In a promotion time of 4 weeks we wanted to raise awareness for the brands technology leadership. Our target group was entertained by interacting with our installation windows, they experienced evolution in a totally new way, they could take part in the first live auction sale on a display and at least just feel and see that the brand is really the latest update of our evolution. Inside the KaDeWe there was an exhibition inviting people to experience the products. Part of the opening event with trade partners, VIP’s and press was also to meet our primitive man from the billboard in real life, who was the special host of the opening.
Describe the success of the promotion with both client and consumer including some quantifiable results
The 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. The campaign brought 1,4 million visitors in 4 weeks, 2,3 contacts on Facebook, reached 5,5 million people on TV, 2,2 million via press and the live auction collected 143.000 Euro donation money for charitable organizations. At least the campaign let the target group experience an updated version of our evolution with being an active part with their smartphones.
Explain why the method of promotion was most relevant to the product or service
As a moving power of mobile evolution Samsung wants to demonstrate its innovating influence on the category. During the IFA we melted past and future of evolution in Europe’s luxury department store KaDeWe. The challenge was to create a promotional activity that reflects the premium spirit of the KaDeWe. The campaign turned the place into a stage where evolution meets high-tech. We dressed up a primitive man equipped with the latest Samsung devices. Interactive art installations inside 10 shopping windows activated people to visualize and engage with the story of evolution. We created the first live auction sale on a display window with e-Bay for Charity. The auction funds were donated to charitable organizations like WWF, BUND, Senckenberg Museum, Städel Art School and the Public Museums of Berlin. The promotion made people experience Innovating Evolution in front of their eyes by being part of it with their smartphones.