2012 Winners & Shortlists

Brief Explanation

Research in the region shows that most people maintain indoor temperatures at a comfortable 22-24°C. Heat-sensitive business cards were developed that revealed the Samsung call center once temperatures reach 25°C, verifying the fact that your A.C. needs servicing and more importantly who to call to do it. By giving our customers the ability to directly evaluate indoor temperatures, Samsung demonstrated their superiority as the leaders in the A.C. category.

The Brief

Samsung is one of the leading air-conditioner makers in the world and is a trusted name in household products. The objective was to demonstrate that only their authorized servicemen could ensure reliable maintenance to keep the cool indoors.

How the final design was conceived

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. With the A.C. category lacking adequate after-sales service, calling that random 'A.C. repair guy' has become the norm. Targeting existing Samsung A.C. customers, the aim was to demonstrate trust in the Samsung servicemen.

Indication of how successful the outcome was in the market

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 experts in cooling.