Samsung specialises in producing a range of consumer and industrial electronics, including appliances, televisions, smartphones, semiconductors, memory chips, and integrated systems. Based in Suwon, South Korea, Samsung has become one of the most recognizable names in technology and is a major contributor to the country’s exports.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.
Samsung is one of the world’s leading technology conglomerates, with a diverse portfolio spanning consumer electronics, semiconductors, home appliances, and digital solutions. Its flagship division, Samsung Electronics, is best known for products such as Galaxy smartphones and tablets, smart TVs, wearables, laptops, and home appliances(refrigerators, washing machines, air conditioners, etc.).
Blue has been the iconic color of Samsung since 1993. It represents the values of technology and innovation; It is the North Star that defines their identity. Blue is used throughout Samsung’s products and communications to build an unwavering trust with their consumers.
With the E-commerce and social campaigns, I pushed the boundaries a bit more and started incorporating more of their secondary colour palette. These garnered more traction and engagement as it felt more relevant, fresh and current.
These campaigns were Art-directed, conceived and designed by me. As a designer, I was part of the digital experience team where we were tasked to design and execute several seasonal and promotional campaigns.
I was a key part of the process as I ideated, concepted and designed marketing materials across all the digital touchpoints. Samsung had a wide variety of campaigns that had short turnarounds. My designs were used across Father's Day, Mother's Day, Boxing Day, promotional campaigns as well new product launches.
I started with expanding the current Samsung blue palette and make it feel a bit more unique. Looking at the various tonalities of the blue and how we can create a world that is recognisable and distinct.
These were social campaigns aimed at Gen Z and millenial consumers as well as people on the Samsung App and the E-commerce website. The aim was to engage and grab viewer's attention.
One of the most significant campaigns I worked on was for an End of Financial year campaign in 2021. I Ideated, concepted and executed 3 creatives that answered the brief and cut through the noise in the market. End of financial year campaigns usually are an after-thought and don't have a lot of creative strategy behind them. I wanted to create something unique and timeless that Samsung could be proud to showcase any time of year. The above were some of my initial concepts.
I co-Art directed the piece with another digital designer in the team and we presented 3 directions that highlighted and showcased EOFY in the best light. Bold lettering, products playfully placed around the lettering and a clean background. The concepts worked across many different iterations such as digital, social, retail and print. This campaign turned out to be a statement piece by Samsung as a brand. Quiet confidence from good design.
The campaign was rolled out across all retailers such as JB HI-FI, Harvey Norman, Samsung stores, the online shopping experience and social channels.
The EOFY campaign was a huge success across the board right from social, digital, website, the Samsung App and staff portals. The campaign carried through a the retail, print and supplier platforms as well. The case study below highlighted the results.
I worked on various other seasonal campaigns for Samsung that focused on various goals such as E-commerce exclusvie offers, clearance sales, Mother's/Father's day sales as well as localising Samsung product launches in the APAC region.
These campaigns were fast paced, urgent in nature and gave the creatives a fresh new aesthetic. I concepted, art-directed and executed many such campaigns and they were rolled out as digital banners, Shop banners, social static and video assets as well as website home page takeovers and assets.
Mother's Day campaign
I worked on this very special Mother's Day campaign that we launched in 2022. Samsung's marketing team came to us with a proposition; how do we elevate our campaigns and reach our consumers on a more emotional level. Usually, these campaigns are very product driven, but this time I wanted to approach a more emotional aspect to the campaign. Featuring the bond that mothers share with their children and the unsung heroes in people's lives.
