Samsung — Global Digital Shopping
In a fiercely competitive consumer electronics landscape, Samsung faced a daunting challenge: bridging the gap between the brand and Millennials and Gen Zs. Often perceived as a distant manufacturer, Samsung sought to revolutionize its relationship with younger demographics. By shifting the focus from products to emotions and integrating social shopping dynamics, Samsung envisioned and created an innovative online shopping experience.
Hyundai Motor Company joined forces with the United Nations Development Programme (UNDP) in an unprecedented partnership. The 'for Tomorrow' project emerged as a beacon of hope, celebrating and empowering individuals globally to share creative solutions for sustainability.
Dans un paysage des produits électroniques grand public fortement concurrentiel, Samsung a relevé un défi redoutable : combler le fossé entre la marque et les Millennials ainsi que la génération Z. Souvent perçue comme un fabricant distant, Samsung a cherché à révolutionner sa relation avec les jeunes. En déplaçant l'attention des produits vers les émotions et en intégrant les dynamiques sociales du shopping, Samsung a imaginé et créé une expérience innovante de magasinage en ligne.
Samsung's Global Digital Shopping initiative didn't just sell products; it sold experiences and emotions. By embracing the power of emotional connections, integrating social dynamics, and fostering global collaboration, Samsung not only adapted to the changing market but also set a new benchmark for digital shopping experiences worldwide.
Social Shopping Evolution
Leveraging the familiarity of social media, Samsung seamlessly integrated social elements into the online shopping interface. Customer and media reviews were woven into the fabric of the platform, transforming product pages into vibrant social hubs. This fusion of social interaction and shopping provided users with a dynamic and engaging experience, aligning perfectly with the browsing habits of the target demographic.
Emotional Commerce Redefined
Samsung challenged the norm by transitioning from a product-centered approach to an emotion-driven strategy. By curating an emotional brand experience, Samsung transformed ordinary transactions into memorable interactions. Emotional resonance became the cornerstone, creating a profound connection between the brand and its consumers.
TEAM CREDITS
AGENCE: Sid Lee
CLIENT: Samsung Electronic
EXECUTIVE CREATIVE DIRECTOR : Vincent Ramsay-Lemelin
EVP, GLOBAL BRAND INNOVATION : San Rahi, Los Angeles
VICE-PRESIDENT, LEAD ACCOUNT DIRECTOR and EXECUTIVE PRODUCTION: Pier-Luc Beaulieur
CREATIVE DIRECTION : Jean-Francois Légaré ART DIRECTION: Tommy Vincent Mathieu, René-Charles Arsenault
DESIGNER UI : Max-André Hubert
AEM LEAD : Alberto SOMETHING ACCOUNT DIRECTORS : Stephanie Villani
ACCOUNT SUPPERVISORS UX DESIGNER : Annie
Selected Works
Molson — Quater to FiveStrategy — Brading — Digital
Hyundai - for TomorrowBrand Platform — Building a better tomorrow from the ground up
Designstripe - RebrandBrand Platform — Making communication smarter.
SAMSUNG — Hello TomorrowStrategy — Seeing the future
CN — CN100Strategy — Brading — Digital — Editorial