Samsung Electronics was number one in the compact digital camera market. People already knew that they made great cameras. The company wanted people to see that it was a thoughtful brand with a deep philosophy, too. What was the best way for Samsung to show its humanity and connect with people?
Planning & Execution
We all experience life in our own way. However, photography lets us see the world through different eyes. Samsung gave cameras to 11 visually-impaired students and taught them basic photography skills. The results were amazing. They showed that cameras are for everyone - not just those who can see. The photos they'd taken were so good that Samsung opened an exhibition of the best ones.
Effectiveness / Results
Brand preference increased from 30.8% to an even more impressive 42%. Now, when people think of Samsung cameras, they associate the brand with new viewpoints and new experiences. They see it as a company that makes things happen that we'd never have imagined before.