Award: Gold
Award Year: 2022
Category: Social Good – Diversity, Equity & Inclusion
Executive Summary
Samsung’s Wearables (noise-cancelling Buds2 and Watch4 with heartrate monitor) needed to position themselves against a dominant competitor.
Based on the approach to go beyond fitness, a Test Lab was conceived based on the insight that what we hear triggers our heart. All were invited with four special individuals experiencing the eco-system of Buds2 + Watch4 in a most personal manner.
Total views: 3,066,450. Engagement: 957,842. Sales: Up 148%.
Lead Agency
Cheil Singapore
Anand Arumugam Vathiyar, Managing Director
Mahesan M, Executive Creative Director
Hong Jun Teo, Art Director
Joy Long, Art Director
Hui Ling Chok, Art Director
Cecilia Lim, Client Services Director
Ellyna Rahim, Account Director
Seng Yang See, Account Executive
Addison Lee, Agency Producer
Starcom Media Worldwide
Irene Sim, Media Director
Moviola
Tai Heng, Director
Carol Yuen, Producer
Ronnie Lee, Producer
Client
Samsung Singapore
Lynn Chong, Head of Brand Marketing
Sarah Chua, Vice-President (Internet & Mobile)
Grace Lee, Manager