Samsung Design & Branding WHO IS NOTASSO by Cheil Amsterdam, KONG

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WHO IS NOTASSO

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market Netherlands
Agency Cheil Amsterdam
Agency KONG
Creative Director Hakan Coskunsoy, Yacco Vijn, Floris Hülsmann
Art Director Toby Mok
Released December 2012

Credits & Description

Category: Online Digital Design
Advertiser: SAMSUNG MOBILE NETHERLANDS
Product/Service: SAMSUNG GALAXY NOTE
Agency: KONG
Agency: CHEIL BENELUX
Art Director: Toby Mok (KONG)
Creative Director: Hakan Coskunsoy (KONG)
Creative Director: Yacco Vijn (KONG)
Creative Director: Floris Hülsmann (KONG)
Account Manager: Jesse Houweling (KONG)
Digital Manager: Paul Braat (Cheil Benelux)
Senior Account Manager: Dylan Dordregter (Cheil Benelux)
Account Partner: Judith Lavalette (KONG)
Technical Director: Nick Nieuwenhuizen (Code D'azur)
Client: Caroline Teengs (Samsung Mobile Netherlands)
Client: Geert Mol (Samsung Mobile Netherlands)
Media placement: Facebook Application - Facebook - 15-12-2012
Describe the brief from the client
- Create online brand engagement for Samsung in the Netherlands while using the Galaxy Note.
- Create 30,000 new Facebook fans for the Dutch Samsung Mobile page.
Describe the challenges and key objectives
For this campaign, we created Notasso, a street artist from Barcelona. On the Dutch Samsung's Facebook page, we created an application where Notasso makes personal art for the fans on his Galaxy Note.
We wanted the portraits that Notasso creates to simply look great: users should find the result cool enough to share. We faced 3 key challenges:
- The art should look like something a real street artist would make.
- Each artwork had to be unique.
- The artwork had to be generated automatically based on photos of the users face, which was a big technical challenge.
Describe how you arrived at the final design
It was important for us that the art looked like it could have been made on a Galaxy Note. We designed a style that consists of multiple components that blend together well in the final result and has a 'digital graffiti' feel to it.
We used special face recognition software that can automatically select an appropriate photo and use this as the basis for the artwork. By randomly adding different shapes and objects to the artwork, we further ensured the uniqueness of each portrait.
Give some indication of how successful the outcome was in the market
The campaign did very well. Samsung got a lot of positive reactions from fans. In only 2 months, the Dutch Samsung mobile page welcomed 60,000 new fans and grew to 131,000 fans; more than double what we aimed for. In this time-frame, more than 60,000 artworks were created by the fans.