‘The Dream Exchange’ campaign features four ordinary Singaporeans and their personal dreams. These Dream Exchange advocates were selected to reflect the essence of the campaign, Cheil said. They have each received a Samsung product of their choice to help them kickstart their goals.
The Dream Exchange is a microsite, where users can log into using their Facebook or Twitter accounts. Users need to state the dream and the Samsung device that will help them achieve their goals. 50 lucky winners will receive a Samsung product of their choice to help them make their dream come true.
“Dreams remain as ideas if nothing is done about it. But with the right tool, dreams can become reality. That is what Dream Exchange is all about—empowering people with technology to help them make things happen,” said Jimmy Lee, creative director of Cheil Singapore.
With the new campaign, Samsung breaks away from the usual product-centric approach to marketing, Lee added.
“The Dream Exchange campaign hopes to open doors for individuals to boldly and creatively dream big and let Samsung help take their dreams to the next level,” said Irene Ng, VP of marketing for Samsung Asia.
Creative Director: Jimmy Lee, Cheil Worldwide
Art Director: Wern Kee Lim, Cheil Worldwide
Head of Copy: Christan Sow, Cheil Worldwide
Interactive At Director: Alvaro Bruch, Cheil Worldwide
Client Servicing : Kelle Lim & Amanda Heng, both Cheil Worldwide
Producer: Celestine Phua, Cheil Worldwide
FA Artist: Tay Chin Peng, Cheil Worldwide
Digital: Tanya Nguyen (Project Manager) and Ng Wei Li (Interactive developer), both Cheil Worldwide
Social Media: Chul Lim (Regional Digital Director), Jeet Kumar (Analyst), Karen Marie Christie (Community Manager), all Cheil Worldwide
Client Servicing: Chris Price (SVP, Global Director), Starcom Global
Strategy and Concept Development: Jonathan Hoffman (President), Steve Bonner (SVP), John Doyle (SVP), Starcom MediaVest Group, Experience Design
Digital planning: Lindsay Slaby, Starcom Global