SAVE THE EARTH CANDY by Cheil Seoul for Samsung

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SAVE THE EARTH CANDY

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Industry Public awareness
Media Promo & PR
Market South Korea
Agency Cheil Seoul
Creative Director Sanghun Ahn
Art Director Seohyun Baik, Junyoung Hur
Copywriter Kyungteak Oh
Released October 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: SAMSUNG
Product/Service: GREEN TOMORROW PROJECT
Agency: CHEIL WORLDWIDE
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Creative Director: Sanghun Ahn (Cheil Worldwide Inc.)
Art Director: Seohyun Baik (Cheil Worldwide Inc.)
Art Director: Junyoung Hur (Cheil Worldwide Inc.)
Copywriter: Kyungteak Oh (Cheil Worldwide Inc.)
Account Director: Martin Yun (Cheil Worldwide Inc.)
Account Executive: Hwajun Lee (Cheil Worldwide Inc.)
Account Executive: Jeongsun Kim (Cheil Worldwide Inc.)
Account Executive: Daekyu Lee (Cheil Worldwide Inc.)
Account Executive: YoungHae Son (Cheil Worldwide Inc.)
Media placement: Promotion Gift Candy - Samsung Electronics Public Relations Hall - 2 November 2009
Media placement: Promotion Gift Candy - Gangnam subway station - 2 November 2009

Describe the objective of the promotion.
Creating a simple promotion idea for Samsung’s 'Green Tomorrow' ad campaign instead of the conventional approach. The ad campaign was targeted to younger people with awesome goodies that focussed on Samsung's eco-friendly business to promote global warming awareness.

Describe how the promotion developed from concept to implementation
Make young people realise the seriousness of global warming using a sweet lollipop instead of giving out inedible flyers. Consisting a message from Samsung, we made a candy that looks like a Globe. This special candy was given out at Samsung D’light (Samsung Electronics Public Relations Hall) located at the popular hang-out spot for youngsters, Gangnam subway station (more than 200 thousands of passersby per day).

Describe the success of the promotion with both client and consumer including some quantifiable results
This promotion strengthened the evocatice brand image of Samsung and grabbed free web space on personal blogs around the country. This promotion called attention to Samsung’s Green Tomorrow leading to a successful ad campaign.

Explain why the method of promotion was most relevant to the product or service
Before eating the candy, it looked like a normal lollipop. As one eats the candy, it melts to reveal the message on the lollipop stick, 'The Earth is Melting' 'Save The Earth, Samsung.' This experience has created a very delightful brand image for Samsung. Chocolate globes were also displayed next to the lollipop booths to support the cause and for those with an extra sweet tooth.