- Background: There are so many valuable things that need to be charged—not just smartphones. As a leader in smartphones, Samsung electronics found an insight that people care about their smartphone battery life. However, they don’t care about endangered animals that die daily.

- Strategy: We created four special external battery packs and developed the “Charge the Life” application. The “Charge the Life” application is automatically activated every time people charge their smartphones.

- Execution: We utilized various channels such as CMC videos, key visuals, elevators & buses wrapped with the posters of endangered animals, participation in international events such as CES and MWC, and retail channels etc.

- Outcome: People started to become aware of endangered animals by equating their smartphone battery life with endangered animal life every time they charge their smartphones.

We generated various expressions and sounds the endangered animals would make, depending on the smartphone battery level. We didn’t merely create the external battery packs, but also developed the “Charge the Life” application that is synced with the battery packs. When the battery level is low, the animal is lethargic. But when the battery level is fully charged, the animal looks happy and satisfied. Also, we created CMC videos to emphasize that cute endangered animals disappear daily, to make it go viral. Therefore, we tried to grab people’s attention and sustain long-term awareness about endangered animals.

After the “Charge the Life” campaign was implemented, people downloaded the “Charge the Life” application from Google Play, available in three languages: Korean, Chinese, and English. We also created CMC videos so people would sustain long-term awareness about endangered animals. The “Charge the Life” campaign has helped increase sales, as people began associating Samsung with external battery packs beyond smartphones. Ultimately, people began to think of Samsung as a corporation that also cares for the lives of those that deserve more love through our “Charge the Life” campaign.