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BackgroundSamsung seeks to consolidate its position as the leading technology brand to embrace the concept of artificial intelligence, both in the local and global markets. With “Es por AI,” the company is expanding the reach of this technology, bringing it closer to all audiences so they can learn about its benefits and understand how it improves their daily lives.
This proposal translates the power of AI into concrete solutions, adapted to local needs and realities.
Insights & Strategy
“Es por ahí” is an expression deeply rooted in the Argentine way of speaking. It means having found the right direction. Samsung takes this phrase and reinvents it as “Es por AI”, connecting local culture with technological innovation. With this idea, the brand seeks to teach, inspire, and demonstrate how artificial intelligence can improve daily life, making its real and tangible impact visible in every experience.
Creative Idea
With “Es por AI,” Samsung transformed artificial intelligence into a living experience.
Through various activations such as Escape Room, Food Truck, Theme Café, and the spectacular screen on 9 de Julio Avenue. The brand showed that AI is not a promise for the future, but a reality present in every detail.
A campaign that combined technology, entertainment, and education, inviting people to discover that when innovation is put at the service of everyday life, the path is definitely es por AI.
Execution
Each execution was a vivid demonstration of the power of artificial intelligence applied to real life. The Escape Room challenged the mind, the Food Truck and themed Café awakened the senses, and the giant billboard on 9 de Julio Avenue made an impact on the entire city. Different actions united by a single purpose: to show that AI cannot be explained, it must be felt.
In this way, Samsung managed to take innovation off the screens, creating moments that brought technology closer to people in a simple and surprising way.
Results