Samsung - Do the SmartThings!
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Credits
Company / Customer
Details
The stupid thing is: the smart home is here. But many find that it is too complicated and unnecessary. Smart is: Using Joko and Klaas to challenge each other in their unmistaken way in a campaign “Stupid vs Smart”. In 6 entertaining stories, they explain use cases relating to Samsung Smart Home. One in a stupid but entertaining way - the other smartly with the help of Samsung Smart Things. Accompanied by an extensive social media campaign that caught the attention of our target group.
The Jury‘s Statement
With the campaign "Do the SmartThings!" Samsung has succeeded in translating the complexity of a smart home into entertaining and everyday stories. By Joko and Klaas in their characteristic roles as Stupid vs. Competing smart, technology becomes tangible and the benefits of Samsung SmartThings are conveyed in a casual and humorous way. The impressive campaign results with high interaction rates on platforms such as YouTube and TikTok underline the high response and engagement of the target group. Samsung succeeds in not only making technology accessible, but also offering an attractive entry into the networked home.
