2014 Winners & Shortlists

The Brief

Samsung wanted to position the Samsung Audio Dock as the Gift to purchase on Valentines. Balloons, chocolates, flowers… All these are gifts given by the UNIMAGINATIVE & LAZY; not qualities you want to convey to your loved one this valentines.   Love should be exciting and intense. People look at valentines as an obligation. We want them to see it as an opportunity to feel alive. Samsung wants to BRING BACK THE EMOTIONAL INTENSITY associated with listening to tunes layered with personal meaning this valentines.

Creative Execution

In this region expressing emotions is difficult due to cultural reasons. So people tend to express themselves through songs or music. Yet with the death of mixed tapes and the rise of digital products this act of creating playlists was long forgotten.

Describe the creative solution to the brief/objective.

We created an application through Samsung’s social channels, which allowed users to create customized playlist of their favourite and sentimental songs and share it with their loved ones.

Results

The app was a hit. Over 16,000 love-struck people made and shared playlists in just ONE day. So it’s no surprise that the most popular gift on Valentine’s Day was the Samsung Audio Dock.