The Work 2023 Contenders: Cheil Australia
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…
Samsung: Pitt Street Pop-Up Store
We were challenged with keeping commerce flowing while Samsung’s flagship store was closed for renovations during the busiest holiday season of the year. To add to the challenge it was during the biggest launch of the flagship phone – the S23. We decided to create a pop-up store for a six week period, but our strategy was to take this opportunity to make it appeal to Gen Z’s by looking very different from the HQ template designs – yet still feeling “Samsung like”. Taking the opportunity to create buzz around the launch of the S23, we focused on the instore experience as well as an outdoor activation and social media campaign. To ensure we communicated our temporary locations, we designed hoarding on the renovated store and directed consumers to the pop-up.
Samsung: Samsung TV Plus
Throwback TV, Daily Drama and The Movie Hub are the first three of four exclusive owned and operated channels established in the Australian and New Zealand market for Samsung TV Plus. Cheil Australia was tasked to create the Throwback TV, Daily Drama and The Movie Hub channel logos and three 30-second idents to help raise awareness and allow viewers to easily familiarise themselves with Samsung’s owned and operated channel. We developed channel identities and produced captivating content, animation and video advertisements for Samsung TV+ in three genres: Daily Drama, Movie Plus and Throwback TV. The agency’s aim was to boost viewer engagement by creating visually striking campaigns that evoked emotional connections and fostered interaction with the content. By utilising data analytics, Cheil determined the types of content that would resonate with Samsung TV+ users and incorporated them into the ads. The result was an exceptionally effective campaign that generated substantial engagement and heightened brand visibility for Samsung TV+.
The deadline for Campaign Brief’s The Work 2023 has now closed. If your agency has entered The Work and would like to showcase your best work in our Contenders series email firstname.lastname@example.org.