The W899 is Samsung's first Android flip phone and the campaign centers on upgrading Samsung's premium product image to a new, higher level.
According to Cheil, their core target for the campaign was the rich class in China in order to build up the positive image of Samsung premium products. Their extended target involved reaching out to the general public with the goal of changing their prejudice against the rich, build up a good image of them, and to increase their respect and admiration.
The 30-second TVC features a succesful businessman reading an article on his Samsung W899 mobile phone about an arid region in China. He decides to help the people there by digging a well and successfully delivers them clean drinking water. The commercial shows high class users as being socially responsible and by doing so, they attain respect and appreciation from the greater community.
Credits:
Account director Yang Jian
Planning director Eliza Dong
ECD Jason Zhao, Jacky Long
CD Fu Yuming, Chen Shengxiong
Art Director Chen Shengxiong, Marwin Ma
Copywriter Fu Yuming
Production house Motion Logix
