SAVE A TREE by Cheil Seoul for Samsung

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SAVE A TREE

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Industry Business equipment & services, Environmental & Animal Issues, Corporate Image
Media Promo & PR, Case study
Market South Korea
Agency Cheil Seoul
Art Director Youna Chung
Released February 2010

Credits & Description

Category: Corporate Information
Advertiser: SAMSUNG
Product/Service: E-BOOK
Agency: CHEIL WORLDWIDE
Date of First Appearance: Feb 8 2010 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Art Director: Youna Chung (Cheil Worldwide)
Media placement: Outdoor - Poster, Bookmark, Street Furniture - 08 February 2010

Results and Effectiveness
Promoting the 'SAVE A TREE' campaign with multiple media channel. 19% increase in customers’ buying desire for Samsung e-books whereas it was 3.2% before. +17.5% sales increased.

Creative Execution
We had thought it's possible to deliver the message that an e-book is as emotional as paper book is. We created the 'SAVE A TREE' campaign in order to announce that the use of e-books would be very helpful to our environment. The main target is the young generation who is interested in environmental issues.

Insights, Strategy & the Idea
There is still some mental repulsion about e-books in Korea. We therefore tried to focus on the emotional advantages of e-books rather than their functional attributes.