SAMSUNG

Choose your own smart product adventure

Inspiring day-in-the-life smart product customer journeys

Challenge

Samsung offers an unrivaled range of smart products and devices, worldwide. With that said customers failed to understand there were benefits to connecting them. As such, Samsung developed a global marketing initiative called ‘Connected Living’.

Known within the business as MDE (Multi-Device Experience), the HQ marketing team launched a site experience showing connected product features first, demonstrated use cases through clichéd and staged imagery. Consumers were not convinced and the experience lacked any performance.

Approach

The team’s goal of driving engagement, consideration, and purchase was achieved by shifting the narrative away from presenting just product features. To achieve this, the approach landed on developing an experience through the use of a discovery tool developed by the team. The tool aimed to match consumer passions and needs to provide a list of sample inspirational use case stories.

The stories centered around 3 different ‘day-in-the-life’ narratives that featured different Connected Living use case moments. Each moment could be digested through a long-form story or by using the discovery tool to focus in a part of the day.

A Day In A Connected Life

Outcome

The immersive brand experience utilized original video and photography produced entirely by the team.

The experience was rolled out to 27 territories around the globe.
The re-imagined experience increased site traffic by over 150% within the first week and conversion rates rose by 55%.

IFA Exhibition, Berlin

In September 2019, my team had the opportunity to create a promotional video for the IFA exhibition in Berlin. We rapidly re-purposed the experience content and created a video with the purpose of introducing Connected Living to exhibition visitors. The video was displayed across a series of large-scale format screens and seen by over 1/2 million visitors for the duration of the exhibition.