2012 Winners & Shortlists

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.

Creative Execution

By giving our customers the ability to directly evaluate indoor temperatures, Samsung demonstrated their superiority as the leaders in the A.C. category.

Describe the creative solution to the brief/objective.

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 centre once temperatures reach 25*C, verifying the fact that your A.C. needs servicing and more inportantly who to call to do it.

Results

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.