INSIGHT by Cheil Seoul for Samsung

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INSIGHT

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Industry Photo & Video Cameras, Accessories
Media Promo & PR, Case study
Market South Korea
Agency Cheil Seoul
Creative Director Hye-Won Oh
Art Director Hayean Kim, Hwaseok Jang, Taejin Im
Copywriter Myungpyo Eun, Hyunjung-Park
Account Supervisor Taihai Kim
Released March 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: SAMSUNG ELECTRONICS
Product/Service: SAMSUNG CAMERA
Agency: CHEIL WORLDWIDE
Chief Creative Officer: Ina Choi (Cheil Worldwide)
Executive Creative Director: Hye Won Oh (Cheil Worldwide)
Creative Director: Hye Won Oh (Cheil Worldwide)
Copywriter: Hyunjung Park (Cheil Worldwide)
Copywriter: Myungpyo Eun (Cheil Worldwide)
Art Director: Hwaseok Jang (Cheil Worldwide)
Art Director: Hayean Kim (Cheil Worldwide)
Art Director: Taejin Im (Cheil Worldwide)
Account Supervisor: Taihai Kim (Cheil Worldwide)
Account Director: Jaebum Ahn (Cheil Worldwide)
Account Executive: Dongouk Seo (Cheil Worldwide)
Public-Relations Director: Jungeun Lee (Cheil Worldwide)
Public-Relations Manager: Namhoon Kim (Cheil Worldwide)
Public-Relations Planner: Soomee Moon (Cheil Worldwide)
Media placement: Consumer PR (TV) - EBS, Channel A, JTBC, ETN etc. - 8-12 Mar. 2012
Media placement: Consumer PR (Online) - Yonhap News, Hankook Economy, Asia Today, Digital Times etc. - 5-12 Mar. 2012
Media placement: Consumer PR (Newpaper) - ET News, Sport World, Focus, Metro etc. - 5-7 Mar. 2012
Media placement: Consumer PR (Magazine) - Woman Sence, Queen, Yeosung Joongang etc. - Mar.-Apr. 2012

Summary of the Campaign
Samsung camera, which is leading the compact digital camera market in Korea, starts to ask themselves what makes a better camera in addition to its superior image quality and precise technology. To answer the question, "what makes an ultimate camera?" we decided to have a very special photography class.

We handed out cameras to a class of 11 visually impaired students at the Hanbit School for the blind and spent 50 days with them teaching basic photography skills and taking them on shooting excursions. They took pictures relying on sounds, smells and textures. They captured on film everything they felt and imagined, and their photographs were brought together in a special exhibition. Numerous visitors were moved and inspired by the students' photographs for reaching beyond conventions, beyond what we see with our eyes. All 80 photographs on display were sold out during the exhibition. A $50,000-fund was created with the proceeds from the sales of the works and exhibition catalogue and from the donation application. The money will be used for the next photography class for the visually impaired.

The Situation
Samsung camera which is leading the compact digital camera market in Korea starts to ask themselves what makes a better camera in addition to its superior image quality and precise technology.

The Goal
To answer the question, "what makes an ultimate camera?" we decided to have very special photography class.

The Strategy
We handed out cameras to a class of 11 visually impaired students at the Hanbit School for the Blind and spent 50 days with them teaching basic photography skills and taking them on shooting excursions. They took pictures relying on sounds, smells, textures. They captured on film everything they felt and imagined, and their photographs were brought together in a special exhibition.

Execution
Promotion for the exhibition kicked off with the airing of a TV commercial followed by interactive ads in print media and on outdoor billboards that connected to interview videos via QR codes, and by online campaigns on microsites and Facebook.
The exhibition at Yoo Art Space featured not only the students' photographs but reliefs and a 4D experience room which allowed visitors to experience the show
with all 5 senses. This special exhibition was covered by numerous print and broadcast media and the photography class was filmed as a documentary that aired on national TV. An application was also launched for smart TVs which allowed viewers to make donations to the Hanbit School after seeing the photos.

Documented Results
Numerous visitors were moved and inspired by the students' photographs for reaching beyond conventions, beyond what we see with our eyes. Professional photographers were also impressed by their work. All 80 photographs on display were sold out during the exhibition. A $50,000-fund was created with the proceeds from the sales of the works and exhibition catalogue and from the donation application. The money will be used for the next photography class for the visually impaired.