Innovating Evolution
Samsung Electronics
Issue 38 | March 2016
Agency
Cheil Germany
Creative Team
Executive Creative Director Roland Rudolf Creative Directors Thomas Schröder Hannes Deutsch Art Directors Miriam Preissinger Dimitrios Karagiannis Rafael Cavalcanti Johannes Becker Copywriters Annika D'Ambrogio Fernanda Roedel Designers Ron Stasch Sean-Andino Konrad
Production Team
Planning Director Christiane Lobenstein Marketing Service Director Hong Seuk Lim Marketing Service Manager Sabrina Müller Business Development Georg Erb Sebastian Schöningh Account Director Eduard Schöll
Date
August 2015
Background
"Who are we?" and "Where are we going" are questions which have challenged mankind since the dawn of time.
From the beginning, tools have been the key to the evolution of homo sapiens. And, emerging from those, the ability to communicate. Today, Samsung tools and devices are as important as any in history in influencing the further evolution of the species.
To show evolution in progress and change how people experienced it, Samsung teamed up with Europe's prime luxury department store KaDeWe to create a multi-layered experience. In a prehistoric setting, Samsung set out to show how they were a leading-class brand thanks to high tech with leading-edge design and materials.
Idea
Past and present were fused into one experience, with, at the heart of the campaign, a Neanderthal man dressed in the very latest fashion equipped with Samsung devices. As well as having a walking-talking version of him at opening night, a series of images depicting him at the cutting-edge of modernity appeared in the store's windows. Art installations allowed passers-by to engage with the story of evolution and take part in the first live auction on Ebay. Simply by scanning the QR code, people could bid for the sculptures and art works on display.
In buying these items they were contributing to the continuing evolution of the species since all the funds generated went to charitable organisations like WWF, BUND, Senckenberg Museum, Städel Art School and the public museums of Berlin.
Results
The store windows became the talk of the town with 1.4 million window visitors in 4 weeks plus 2.3 million contacts on Facebook.
5.5 million people were reached on TV, 2.2 million via press while the live auction collected €143,000 in donations.
Overall the campaign staged Samsung as a big player in pushing evolution forward.
Our Thoughts
I love how Samsung have gate-crashed the luxury brand club by simply taking over Germany's answer to Harrod's or Barney's.
But they have given KaDeWe plenty in return by turning the store windows into a series of interactive engagements. I am something of a stuck record these days, constantly repeating the phrase "we have to create ideas people want to be part of" and this is a great example of exactly that.
I love the fact that agencies are finally beginning to suss that a shop window can be every bit as effective as an advertising platform as a screen. Burberry have led the way but great to see Roland Rudolf persuading Samsung that if you make the retail environment fun and interesting, not only are you nudging the brand image upwards, you are also selling a lot more stuff.