Samsung Design & Branding SMART BOX by Cheil Beijing

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Industry Software & Multimedia Productions, SaaS, Mobile television
Media Design & Branding
Market China
Agency Cheil Beijing
Creative Director Tody Hu
Art Director Xiang Yang, Luo Hong
Copywriter Yanan Yang
Producer Leona Shang Cheil China
Released April 2011

Credits & Description

Category: Public Spaces
Product/Service: SAMSUNG SMART TV
Date of First Appearance: Apr 13 2011
Entrant Company: CHEIL WORLDWIDE, Beijing, CHINA
Entry URL:
Chief Creative Officer: Jason Zhao (Cheil China)
Excutive Creative Director: Jacky Lung (Cheil China)
Creative Director: Tody Hu (Cheil China)
Art Director: Xiang Yang (Cheil China)
Art Director: Luo Hong (Cheil China)
Account Director: Beuongwook Park (Cheil China)
Account Manager: Zhang Ming (Cheil China)
Account Executive: Wayne Geng (Cheil China)
Producer: Leona Shang (Cheil China)
Copywriter: Yanan Yang (Cheil China)
Media placement: Samsung Smart Box Outdoor Activity - Merchants Building, Chaoyang Distric, Beijing, China - 13 April 2011
Describe the brief from the client
Samsung should be differentiated with other local brands, and tends to make clear to consumers that no one but Samsung Smart TV can be called ‘real smart TV’.
Describe the challenges and key objectives
In the crowded China Smart TV market, the product definition of Smart TV is confused by other local brands.
An internet TV is not a real Smart TV. Samsung, as a later imported brand, has a powerful TV Application Store which supports countless various applications, downloads and full-3D audiovisual experiences. Samsung should be differentiated from other local brands, and made clear to consumers that no one but Samsung Smart TV can be called ‘real smart TV’.
Describe how you arrived at the final design
Install a ‘Samsung Smart Box’ at a site, many different kinds of gifts, such as toys, characters of various applications (sports, music, movie, game, SNS etc.), endlessly pop out from the ‘Smart Box’,Consumers can take it for free. Through the direct experience, let consumers know the unbelievable benefits that Smart TV applications have and can be downloaded for free! The CBD(Central Business District), which is the most white collar-intensive area in Beijing, is chosen as the interesting event site. We carried the activity out twice in rush hours (during the lunch break and closing time). Promote product focus on the target consumers by interactive outdoor billboard combined with the spread of online viral video.
Give some indication of how successful the outcome was in the market
The activity attracted huge crowds (including foreign onlookers), and white collars from dozens of nearby office buildings have taken part in this interactive event. Over 4,000 toys have been taken away. Real-time on-the-spot broadcasts reached 10,000 people. Viral videos have been uploaded and spread across the internet, to such UCC websites as, and It also has been transmitted on the Sina microblogs at the same time from April 19th. The activity attracted great attention and comments from netizen, receiving overall good reviews. Judging from the feedback, Samsung Smart TV stands out from other brands, was deeply impressed in consumers' memory, and they are willing to experience Samsung Smart TV.