HARMONIOUS FRAME IN GUANGZHOU by Antscom, Cheil Seoul for Samsung

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HARMONIOUS FRAME IN GUANGZHOU

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Industry TV
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Korea
Agency Antscom
Creative Director Yongki Hong
Art Director Yuree Chung
Agency Cheil Seoul
Executive Creative Director Sangmin Nam
Creative Director Dongeon Kim
Released October 2009

Credits & Description

Category: Ambient: Special Build
Advertiser: SAMSUNG ELECTRONICS
Product/Service: LED TV
Agency: CHEIL WORLDWIDE
Agency: Antscom
Executive Creative Director: Sangmin Nam
Creative Director: Dongeon Kim/Yongki Hong
Art Director: Yuree Chung
Account Manager: Taeseo Park/Abe Na/Lina Chang
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA

Description of Ambient execution
"Could we make people happier with something extraordinary and impressive outdoor advertisement?” Samsung Harmonious Frame started from this idea. Samsung Harmonious Frame, the world first interactive digital fountain, established in Teemall Square, Guangzhou, is for marketing reinforcement of Samsung LED TV and successful opening of Guangzhou Asian Games. It caught the public attention and made Samsung become a more friendly and preferred brand. Samsung Harmonious Frame inspired by LED TV frame, escapes from the typical one-way communication of outdoor advertisement and shares feeling with people by the interactive communication. It shows various programmed advertisement repeatedly such as ‘Samsung’ and ‘Guangzhou Asian Games’ during the normal times. When someone approaches and touches the kiosk panel in front of the fountain, it starts creating the form of the person’s drawing. Samsung Harmonious Frame became an amusement place for the citizens of Guangzhou.It became a scribble note to children, a love letter to lovers, and sometime a wish icon to people who wished their dreams come true. - Around 200,000 people visit everyday - Corresponding 2000 text messages

English Translation of Main Headlines
Samsung Harmonious Frame, the world first interactive digital fountain, established in Teemall Square, Guangzhou, is for marketing reinforcement of Samsung LED TV and successful opening of Guangzhou Asian Games. It is inspired by LED TV frame, escapes from the typical one-way communication of outdoor advertisement and shares feeling with people by the interactive communication. It shows various programmed advertisement repeatedly such as ‘Samsung’ and ‘Guangzhou Asian Games’ during the normal times. When someone approaches and touches the kiosk panel in front of the fountain, it starts creating the form of the person’s drawing.