Background

Samsung was looking for new ways to bring its ecosystem closer to users in a market saturated with digital communications and with little real contact with technology. The challenge was to create experiences that would promote SmartThings, its routines, and compatible third-party products. Activations that would allow people to experience the products, explain their functions in a simple way, and strengthen the bond with increasingly diverse audiences. In this context, the need arose to take innovation outside the stores.

Insights & Strategy

Consumers wanted to understand the technology without complications and experience it before deciding. The insight was clear: when people touch, try, and experience, they truly connect. That's why the strategy aimed to take to the streets with mobile actions, activations, and spaces that simply demonstrated how the Samsung Ecosystem improves everyday life.

Bringing the experience to the user was the key to generating closeness, clarity, and trust.

Creative Idea

The creative proposal was born with one goal in mind: to bring Samsung technology to life, not just show it off. That's why big ideas, such as motorhomes that traveled around the country and activations in key spaces, were combined with supporting content that helped explain, inspire, and accompany the user, such as tutorials, retail experiences, demonstrations, and pieces for social media. 

Each format played a role within the same narrative: showing how the Samsung Ecosystem improves everyday life.

Execution

The execution combined street experiences, digital content, and retail presence to build a lively, constantly evolving campaign. Motorhomes were at the heart of the project: fully equipped spaces for testing devices, interacting with the ecosystem, and experiencing personalized demos. Special editions featuring Niki and Duki added music, identity, and emotional connection, turning each stop into a meeting point.

At the same time, the campaign extended into the digital world with tutorials designed to explain key features in a clear and useful way, accompanied by a series of audiovisual pieces that reinforced the overall narrative.

In-store, the execution became tangible with POP designed to make the shopping experience more intuitive and show the ecosystem in action. 

Finally, ViaViva added reach and conversation, integrating content that kept interest in the brand alive. 

Thus, each action contributed to a comprehensive execution that brought Samsung technology closer to people in a practical, entertaining, and coherent way.

Results

Motorhome https://www.instagram.com/p/DCpJJ93AmP4/ 

Motorhome Nicki https://www.youtube.com/watch?v=ujgzCfYNnQw 

Motorhome Duki https://www.youtube.com/watch?v=8n0KLX1y7qo 

Tutoriales https://www.youtube.com/watch?v=TJMyLb1QxPA 

Campaña https://www.youtube.com/watch?v=DhseuVQP6ug 

POP Retail https://www.youtube.com/watch?v=Pn85liwh0Cg 

ViaViva https://www.instagram.com/p/DDIOkdZy_zq/