"We've Learned From Our Mistakes"
30 second TV spot leading to a longer, shareable YouTube video and pre-roll ad. Stripped down feel; honest, up-front, simple & clean. Features “Samsung employee” on white background: an attractive, younger (late 20s, early 30s) cool tech guy archetype, dark hair with facial hair, wears glasses, “Samsung blue” sweater over button-down shirt; gives off an approachable, friendly, credible, & quirky vibe. Explains why the Note 7 had a defect, and focuses on why it won't happen again with other current and future Samsung products.
“We’ve made mistakes, we’ve made some really bad, & quite frankly, dangerous mistakes. We aren’t pretending that we didn’t. As you may have heard or even experienced, our Samsung Galaxy Note 7 had issues with the charging process that made the phone overheat and explode, sometimes while still in your hand, and although it was disappointing for the company, we realize that it was life threatening for our Note 7 users. Honestly, it is the biggest mistake any tech company could make. We realize that, and we aren’t trying to tell you otherwise. But we are telling you that we’ve learned from our mistakes, and vowed to never, ever allow this to happen again. We’ve mandated a 6 month employee trial testing for every future Samsung product before it hits the market, so we can fine tune every detail before it gets in your hands...”
30 second TV spot/YouTube pre-roll. Ad will showcase the improved, low-light camera of the Galaxy S8, show Samsung’s support for same-sex couples in a light-hearted way, and demonstrate that Samsung is with you for all the milestones in your life.
No music/or subtle inspirational tune, but focused on dialogue; shows mid-late 20s watching fireworks on the Fourth of July with their friends, indistinct chatting/laughing in beginning, then we hear “Guys! Guys! It’s starting,” from one of them, we see the fireworks starting, then the colorful lights of the fireworks reflecting on the faces of the group as they stare with wonder and happiness. Then it cuts to two of the male friends where it’s apparent that there’s a budding romance. One has his Galaxy S8 out, taking a picture of the fireworks, then the other guy reaches out and touches the camera switch button to turn it to the front camera. The first guy turns to him with a slightly confused look on his face, and then the second guy leans in quickly and kisses him while snapping a picture. We see the picture on the phone and watch as it transforms (to demonstrate the passage of time into the future) to a printed photo in a frame on a table, and the camera zooms out to reveal that they are moving in together.
"Disabled Is Able"
30 second TV spot/YouTube pre-roll. This ad will emphasize customizability, show Samsung’s support for unconventional families and the disabled, and demonstrate that Samsung is for everybody.
No music/or subtle inspirational tune, but focused on dialogue; 15/16 year old Asian girl with a birth defect that gave her only 3/4 fingers on her dominant hand, who other than her lack of fingers is just like every other kid in her class, but she has to use a flip phone because it’s the only phone that can fit in her hand, & it’s apparent that it makes her feel left out, like it’s the big daily reminder that she’s disabled. She gets home, and we see her white mother gift her a Samsung Galaxy S8 that has the One-Handed Operation feature turned on, which allows her to adjust the screen to the size that best suits her. We see her with a subtle sweet smile on her face while she’s going through all her apps (with the excitement that everyone feels when they get a new phone) and/or calling up her friends, & it’s obvious that she now feels like she belongs.
"David's First Samsung Smartphone"
30 second TV spot/YouTube pre-roll. This ad illustrates that Galaxy S8 is not difficult for new users (first time smartphone buyers, transitioning iPhone users) to learn & get accustomed to.
No music/or subtle inspirational tune, but focused on dialogue; TV ad featuring a businessman in his 40s. His company is phasing out the Blackberry for the Galaxy S8 and this is his first encounter with the new phone. He’s tech-savvy in the computer/email kind of way, but thinks learning a new smartphone is a bit daunting. He’s surprised to find that the S8 is quite easy to use, demonstrating that Samsung understands consumers live busy lives, and the transition to a smartphone for a first-time Samsung user can be quick and easy.
Samsung Smart Phones
This is a team-designed strategic client recommendation we did for Samsung in light of the issues surrounding their Galaxy Note 7 charging and explosions in an Account Planning class. We used Simmons and Mintel for secondary research, and interviews as our primary research method. I was the Art Director in charge of the creative thought starter idea on this project. We wanted to address Samsung's past issues, and move forward by emphasizing Samsung's ease of use, customizability, and the improved low-light camera through shifting focus onto the forthcoming Samsung Galaxy S8.
Males and females ages 25-30 and 40-50. They are employed, have college degrees and their mobile phones are significant in their daily lives as an expression of who they are. They are social connectors and communication is central in their lives. They’re also confident spenders, relatively untouched by the current economy.
Brand Positioning Statement:
“For the tech-savvy individual, it’s the customizable device that fits your on-the-go lifestyle.”