Category: Integrated
Product: Samsung Juke
Client: Samsung Mobile
Objective: Create awareness of the Juke phone by focusing on its music playing capability and its distinct unique spring-action opening feature.
Key Insight: The target audience has dual passions: listening to music and watching videos on the Web.
Idea: To use an iconic image associated with music, reinforced by a song that captured the essence of the concept (“Jukebox Hero” by Foreigner), making the phone synonymous with music.
Solution: Create consistent messaging and visual branding spanning print, TV, OOH and ambient channels. Working in tandem to an online search for the next Jukebox Hero via a UGC contest on YouTube.
