Samsung Design & Branding SAMSUNG SMART PARK by Cheil Seoul

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Industry Electronic Devices & Home Appliances
Media Design & Branding
Market South Korea
Agency Cheil Seoul
Director Dongsoo Kang
Executive Creative Director Thomas Hong-Tack Kim
Art Director Sungyeong Son, Dongshin Kim, Youbin Bang, Eomji Lee, Kyejo Lee
Copywriter Sunkyoung Chang
Released April 2012

Credits & Description

Category: Online Digital Design
Chief Creative Officer: Ina Choi (Cheil Worldwide)
Executive Creative Director: Thomas Hong-Tack Kim (Cheil Worldwide)
Art Director: Kyejo Lee (Cheil Worldwide)
Art Director: Sungyeong Son (Cheil Worldwide)
Art Director: Youbin Bang (Cheil Worldwide)
Art Director: Eomji Lee (Cheil Worldwide)
Art Director: Dongshin Kim (Cheil Worldwide)
Copywriter: Sunkyoung Chang (Cheil Worldwide)
Account Executive: Jeonhoon Lee (Cheil Worldwide)
Account Executive: Taeyoon Lee (Cheil Worldwide)
Web Agency: (D.o.e.s)
3D Studio: (Locus Corporation)
Production: (Idea From Daily Life)
Director: Dongsoo Kang (Idea From Daily Life)
Assistant Director: Muncheol Song (Idea From Daily Life)
Media placement: Online Game & Film - Microsite - 21 April 2012

Describe the brief from the client
The world’s most extraordinary products are Samsung Electronics. However, their product information delivery, and the contact points with consumers, are far from extraordinary. How can consumers encounter and experience products of Samsung Electronics in a more special way?

Describe the challenges and key objectives
A totally new theme park, Samsung Electronics’ Smart Park is opening! We have devised a theme park concept microsite and Facebook application, which allow consumers to experience products of Samsung Electronics on-line.

Describe how you arrived at the final design
Clicking a mouse a few times and staring at the monitor is not all that is needed to get some product information. At Samsung Electronics’ Smart Park, consumers get to try, and experience, Samsung Electronics products - such as 3D TV, Galaxy Tab, and bubble washing machine - as if they are in a real theme park. Through a webcam interaction, controlling is enabled, and this adds up to consumers’ novel and interesting experience.