These campaigns encompass Samsung's promotions in the retail division. Sales promotions ranging from TV/AV, Refrigeration and Vacuum cleaners were conceived and executed by me. Some of these campaigns extended into the social and E-commerce division as well.
These campaigns were Art-directed, conceived and executed by me. My vision was to shift Samsung's retail aesthetic away from urgency/efficiency into sophistication and class. I wanted the campaigns to appeal to the modern household, the 21st century consumer and weave in a strong brand persona.
An end-of-life retail promotion that targeted people walking into retailers that stocked Samsung refrigerators. This Sale aimed to get retailers to pass on the Samsung bulk buy discounts to their customers. Often Samsung would offer discounts on stock and the retailers would not pass on savings to customers, instead pocket the difference. Majority of retail promotions are stark and not engaging enough for customers to be enticed and purchase a product. A rinse and repeat strategy is usually applied. The market is inundated with generic retail campaigns that shout at customers, not persuade them to purchase.
The team and I had a simple solution; Make fridges sexy again. We wanted customers to covet the products they were looking at. A feeling of desire and excitement.
I Art Directed this piece with a story in mind of how these fridges should be perceived. I wanted to create a premium environment that intrigued and drew people in. Working alongside the copywriter, I created a visual inspired from other premium alcohol /footwear brands. Below are some of the initial rounds of the campaign creative. I chose a type treatment that showed shattered ice flying away from the lock-up.
Initial concepts
The campaign performed well across digital and retail environments. It was optimised for social and the Samsung website and met the financial targets.
The campaign was rolled-out nationwide across major retailers and crated a new wave of content in the home and lifestyle division of Samsung
We were tasked to develop a creative toolkit promotion for Samsung’s new Bespoke Vacuum series. The promotion focuses on a draw-to-win competition that customers go into to win, if they purchase the vacuum. The team were asked to develop a master toolkit that strongly and clearly communicated the competition prize, delivered the compelling offer with a strong call to action to purchase.
In a product heavy retail environment, home appliance creatives can easily be forgotten. Lazy and lack lustre work that focuses only on the product are found in the millions. How did we breathe life back into home appliances especially Samsung’s new BESPOKE Vac range.
The brief
In a retail environment that is product heavy, I wanted to revive and inject life into the creative. The new Bespoke range of Samsung vacuums had some beautiful visuals that I wanted to incorporate in my designs. The colour palette was so important in this campaign as it helped elevate the vacuum range and brought a modern take on home appliance creatives.
The solution
I Art Directed and designed the creative as well as the marketing rollouts and executions for the promotion. I proposed a minimal, premium and sleek look that heroes the products, but brought in some of the beautiful lifestyle photography from the new range. I chose a colour palette that brought a sense of calm and consistency along with the design layout.
These are some of the initial design layouts and concepts that I put forward to the team. The colours chosen are monochromatic in nature and allow the products to shine. I kept the creative clean and minimal as I wanted the products to shine and be seen.
