Samsung Promo, Design & Branding, Case study THE COOL TEST by Leo Burnett Dubai

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Industry Electronic Devices & Home Appliances, Air Conditioners, Business equipment & services, Corporate Image
Media Promo & PR, Design & Branding, Case study
Market United Arab Emirates
Agency Leo Burnett Dubai
Regional Executive Creative Director Malek Ghorayeb
Creative Director Mohamed Oudaha
Released March 2011


Caples Awards 2011
Direct Mail & Print Print collateral, non-mail Finalist

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: SAMSUNG
Date of First Appearance: Mar 20 2011
Regional Executive Creative Director: Malek Ghorayeb (Leo Burnett)
Creative Director: Mohamed Oudaha (Leo Burnett)
Senior Art Director: Rafael Rizuto (Leo Burnett)
Senior Art Director: Dima Kronfol (Leo Burnett)
Senior Copywriter: Nabil Rashid (Leo Burnett)
Interactive Designer: Murid Rahhal (Leo Burnett)
Communication Servicing Director: Nabil Mufarrij (Leo Burnett)
Account Manager: Jihad Nehme (Leo Burnett)
Senior Production Manager: Sunil D'acosta (Leo Burnett)
Media placement: Ambient - Malls/In-Store/Parking Lots - 20/03/2011
Insights, Strategy & the Idea
SAMSUNG is one of the leading air-conditioner makers in the world. The objective was to demonstrate that only their A.C.’s could maintain an uninterrupted cool climate throughout the summer.
As a trusted name in household appliances, SAMSUNG is a leader in technologically superior products. The objective was to demonstrate that only their A.C.’s could maintain an uninterrupted cool climate throughout the summer.
Temperatures in the Gulf can reach a blistering 50°C, placing incredible strain on air-conditioners. Running almost year-round, A.C.’s breaking down has become the norm.
Creative Execution
Research in the region shows that most people maintain indoor temperatures at a comfortable 22-24°C. We developed a heat-sensitive card that reveals the SAMSUNG call centre once temperatures reach 25°C, verifying the fact that your A.C. needs servicing and more importantly who to call to do it.
This card was distributed in-store and handed out by SAMSUNG servicemen. Customers could take these cards and experience the product demonstration in every room of their house.
Results and Effectiveness
Developing a unique product demonstration that can be experienced in every room of the house and by every member of the family, SAMSUNG was able to solidify its reputation as the expert in cooling.