| Title | LAND OF EMOJIS |
| Brand | SAMSUNG |
| Product/Service | SAMSUNG GALAXY |
| Category |
C07. Co-Creation & User Generated Content |
|
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 |
| Malte Nowag |
Cheil Worldwide Germany |
Retail Designer |
The Campaign
Emojis are the world’s new universal language, transcending borders and cultures. Encouraging and helping users to make emojis on his or her smartphone as personal and diverse as possible, the user-generated, personalized emojis function as a message for and proof of diversity in German society, spread with every single chat from users' smartphones.
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.
Finally, on the annual national “Day of Germany Unity”, all emojis where brought together on the Brandenburg Gate in a spectacular light show, creating a new sign of diversity.
• Total media impressions: 67 million
• Social reach: 20 million
• App downloads during campaign activation: over 41000
• Unique emojis created by users: 220.000+
• Market share increase during campaign period: 7%
The Situation
“Land of Emojis” is a brand and PR campaign for Samsung that uses the smartphone as an "earned media" tool to seamlessly connect mobile, web and outdoor channels, creating media attention and direct consumer engagement while promoting the brand ideals.
The Strategy
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.
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.