WHAT'S YOUR NEXT PROJECT? by Cheil Seoul for Samsung

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WHAT'S YOUR NEXT PROJECT?

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Industry Photo & Video Cameras, Accessories
Media Promo & PR
Market South Korea
Agency Cheil Seoul
Director Dong Soo Kang
Executive Creative Director Thomas Hongtack Kim
Art Director Seongyeon Son, Kyejo Lee
Copywriter Thomas Hongtack Kim
Released September 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: SAMSUNG ELECTRONICS
Product/Service: CAMERA
Agency: CHEIL WORLDWIDE
Date of First Appearance: Sep 13 2010
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Entry URL: http://www.dreamofelectricsheep.com/award/2011/nx100/
Executive Creative Director: Thomas Hongtack Kim (Cheil Worldwide)
Art Director: Kyejo Lee (Cheil Worldwide)
Art Director: Seongyeon Son (Cheil Worldwide)
Account Planner: Jason Choi (Cheil Worldwide)
Account Planner: Seunglok Baik (Cheil Worldwide)
Director: Dong-soo Kang
Online Production: (DOES)
2D Designer: Yun-gu Kang (Seoul Vision)
Special Effect: Sung-bin Cho (Southpaw)
Sound: Youngbum Jin (Seoul Vision)
Sound: Jinho Yoon (Seoul Vision)
Copywriter: Thomas Hongtack Kim (Cheil Worldwide)
Media placement: Microsite - Samsung NX100 Site - 13 Sep. 2010

Describe the objective of the promotion.
Our mission was to gain category leadership in the mirrorless camera market. We wanted to position the NX100 as "A Creative Tool for the Creative Class." The NX100 inspires creativity by collaborating with the world's top creative influencer, indie rock band OK Go, on their next innovative music video for their latest single "Last Leaf", this time shot with the NX100.

Describe how the promotion developed from concept to implementation.
Our "creative class" target audience seek out the latest and greatest work of others. They are anticipating what buzz-making ideas are coming up next.

Explain why the method of promotion was most relevant to the product or service.
This campaign focused on the co-creation process between Samsung and OK Go that we produced into 5 web video episodes, and also user participation of toast profile pictures and sef made music videos through social media and Facebook.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The NX100 campaign wasn't just your ordinary marketing campaign. It was about collaboration and co-creation of great ideas, which resulted in positive results for the Samsung brand.
Music Video and 5 Episodes:
Views on Youtube + Myspace: 974,275.
PR + News released: 1,400,000.
Countless SNSs shares,
and still counting...
All without any media buy support.