| Title | LAND OF EMOJIS |
| Brand | SAMSUNG |
| Product/Service | SAMSUNG GALAXY |
|
Entrant
|
CHEIL WORLDWIDE Frankfurt, GERMANY
|
|
Idea Creation
|
CHEIL WORLDWIDE Frankfurt, GERMANY
|
Credits
| Roland Rudolf |
Cheil Worldwide Germany |
Chief Creative Officer |
| Joern Welle |
Cheil Worldwide Germany |
Executive Creative Director |
| Arnab Biswas |
Cheil Worldwide Germany |
Creative Director |
| Annika D'Ambrogio |
Cheil Worldwide Germany |
Senior Copywriter |
| Chris Druecks |
Cheil Worldwide Germany |
Senior Copywriter |
| Sonja Fritsch |
Cheil Worldwide Germany |
Art Director |
| Alexander Neusinger |
Cheil Worldwide Germany |
Art Director |
| Trang Le Thu |
Cheil Worldwide Germany |
Junior Art Director |
| Christoph Fischer |
Cheil Worldwide Germany |
Head of Development |
| Marco Heutink |
Cheil Worldwide Germany |
Senior UX Designer |
| Sebastian Staats |
Cheil Worldwide Germany |
Senior Developer |
| Cindy Steigerwald |
Cheil Worldwide Germany |
Senior Producer |
| Moritz Gillrath |
Cheil Worldwide Germany |
Agency Producer |
| Volker Selle |
Cheil Worldwide Germany |
Chief Executive Officer |
| Hong-Seuk Lim |
Cheil Worldwide Germany |
Business Director |
| Stefan Prilip |
Cheil Worldwide Germany |
Account Director |
| Roman Laufer |
Cheil Worldwide Germany |
Senior Director Public Relations |
| Jan Dörmann |
Cheil Worldwide Germany |
Senior Project Manager |
| Valentina Zehe |
Cheil Worldwide Germany |
Project Manager |
| Anna Mrass |
Cheil Worldwide Germany |
Project Manager |
The Campaign
Making emojis on the smartphone of any user as personal and diverse as the population of Germany and using those personalized emojis as a message for and proof of diversity in German society.
Creative Execution
By automatically turning selfies into individual emojis, Samsung gathered Germans of all kinds around a literally iconic message of positivity. Hundreds of thousand people started to use their own customized emojis sets, promoting diversity with every chat or post over the course of more than three months.
The campaign launched via a print ad in Germany’s largest newspaper, BILD, and posts on Samsungs facebook channel, which directed the audience to the campaign website and to download the mobile app. Interactive displays and public installations in Germany’s capital, Berlin, amplified the online-campaign.
• Total media impressions: 67 million
• Social reach: 20 million
• App downloads during campaign activation: over 41000
• Unique emojis created: 220.000+
• Market share increase during campaign period: 7%
“Land of Emojis” is a brand activation campaign for Samsung that uses the smartphone as a tool to seemlessly connects mobile, web and outdoor channels to create PR and direct consumer engagement while promoting the brand ideals.
The brand proposition of Samsung Galaxy centers around being an approachable “people’s brand” with the mission to create meaningful innovations which help consumers overcome technological as well as barriers in life. It’s product range covers a great variety of devices, reflecting on different needs and a diverse set of consumers.
Taking a visible stand against newly rising populism and racism in Germany, Samsung reflects the core values of the brand by proving that while you can be wildly different – you can also understand each other at the same time.
This is achieved by the way of emojis, the world’s new universal language, transcending borders and cultures. Applying innovation and creative self-expression, Samsung can champion the cause for unity, diversity and inclusiveness in a manner that fits the brand and empowers the individual consumer.