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Tag: Younghee Lee

  • The Award honours brands that set themselves apart through the quality of their campaigns

    Samsung announced as 2017 Spikes Asia Advertiser of the Year

    By A Correspondent

     

    Spikes Asia has announced that this year’s Advertiser of the Year will be awarded to Samsung Electronics following a hugely successful 2016 Festival where the company were recognised with 21 Spikes awards.

     

    The award honours brands that set themselves apart through the quality of their campaigns and recognises innovative marketing and inspiring creative communications. Said Terry Savage, Chairman Cannes Lions and Vice-Chairman, Spikes Asia:“Samsung Electronics is one of the world’s leading brands. By experimenting with what is possible through technology they try to make our lives and the world around us better.”

     

    “Working with agencies across the region Samsung provides freedom to push the creative standard and we’re delighted to be able to recognise their commitment to excellence. Their campaigns encompass the full spectrum of cutting-edge technological expertise and creative bravery and we look forward to seeing what the future brings”, he continued.

     

    Winning Samsung campaigns at last year’s Festival ranged from product demonstrations using device detecting technology in ‘Celebrity Tantrum’ to demonstrate the features of the new screen to fearless marketing in launching the Galaxy S7 in the region using CRM and social media to convert attitudes in ‘Right the Wrong’. While the ambition to improve people’s lives through ‘Touchable Ink’, a tactile ink that could be used by printers to make products and packaging more accessible for the visually impaired was lauded and awarded three Grands Prix, one Gold, one Silver and two Bronze Spikes.

     

    Younghee Lee, Chief Marketing Officer of Samsung Electronics and Head of Global Marketing for Samsung’s Mobile Business will accept the Award onstage at the Spikes Asia Awards Ceremony on Friday, September 29. Speaking on the announcement, Lee said, “I am deeply honoured and humbled to accept the Spikes Asia Advertiser of the Year Award. Our brand work is the first articulation of the evolution to create a new connection with our consumers through a shared value-based approach, rooted firmly in our company’s philosophy ‘that meaningful progress can only happen when you dare to defy barriers. Samsung is a brand focused on creating real human value with its technology and we want to build upon our tech prowess to become a human-focused lifestyle brand.”

     

  • The campaign is about how the Galaxy S5 enables our consumers to stay connected in their own way to focus on what matters most to them

    Galaxy S5 campaign takes a holistic approach to empower people

    By A Correspondent

     

    The latest Samsung Galaxy S5 campaign attempts to get its perspective right by focusing on its commitment to empower consumers. The campaign focuses on how innovation is shifting from a ‘product centric’ to ‘people centric’ point of view and acknowledges that meaningful innovations are inspired by consumers.

     

    “With the Galaxy S5, Samsung re-defines how technology innovation empowers consumers and enhances their everyday lives,” said Younghee Lee, Executive Vice President of Global Marketing, IT & Mobile Division at Samsung Electronics. “The campaign is about how the Galaxy S5 enables our consumers to stay connected in their own way to focus on what matters most to them.”

     

    Wain Choi, global ECD of Cheil Worldwide added, “We created a campaign that translated the Galaxy S5’s features as human powers. For example, instead of stating that the new Galaxy S5 had a fast auto focus camera, we adopted a different point of view by saying the user had the power to capture life in a blink. The new campaign is about enhancing and empowering the person’s life.”

     

    The campaign created by Cheil Worldwide takes a range of different shapes in 40 countries around the globe. It includes four official TV spots, feature-specific print and OOH executions. Malika Favre, a French illustrator, has brought bold and minimalistic take on outdoor screens in landmark sites such as Singapore, London, Milan and Amsterdam. A series of online videos has also been released to illustrate how Galaxy S5 becomes part of consumers’ lives and how technology, for example the much-talked about Ultra Power Saving Mode, is enabling this.