In order to raise brand awareness and increase consumer preference for Samsung as a humanistic and friendly company, the Samsung 'Sharehope’ campaign was implemented at the end of 2008. This was a project primarily planned to elevate brand preference by providing the public with the opportunity to share enjoyable memories with the world via the use of the Samsung LED Billboard in Times Square in New York City.

The aim was to share Samsung’s wish to greet the hopeful New Year together with a world depressed by the weakened economy in New York, the heart of the global economy. To acheive this, Samsung made use of its LED billboard set on Times Square as the key media focal point. More than ten thousand people participated in the "Sharehope" event over the festive season, sending a variety of positive things such as family photos, New Year’s resolutions, and so on to share with the world. This activity generated approximately 30 press releases around North America and Korea, making it possible for Samsung to succeed in strengthening their image with the ‘together with hope in 2009’ message.

A campaign emblem was designed depicting an oriental blue bird, a traditional icon of hope. By combining mobile technology with OOH media, we overcame former technological limitations which gave only one sided, one way communication that created interaction.From the 10th of December, the web site was the centre of promotion where participants could save and share their messages and post pictures of the event.From the 26th to the 30th December the event was live with real time participation. On site we provided 20 staff with equipment such as mobile phones, digital cameras and portable computers, encouraging participation, and offering free Pedi-Cab rides- a feature of New York.

On the 31st of December, we aired various facts and figures about New York for people waiting for New Year countdown while constantly displaying ‘Sharehope’ contents from the previous five days. We distributed press releases immediately after the event to achieve positive media coverage in North America and Korea.

The ‘Sharehope’ campaign achieved 35 press releases throughout North American and Korean regions. This included internet, press and print, with the tone of each article very favourable in introducing the campaign and positive feedback from the public. This therefore reflected favourably on Samsung’s brand image of sharing positive wishes and encouraged customers in a time of economic hardship.During the 5 days of the on spot event, tens of thousands of citizens and visitors sent various messages and photos, waiting for them to be displayed on the billboard.This campaign is a good example of promoting positive attention to the media by good use of current issues, actively making use of the changing media environment by providing a brand experience.

Key elements that allowed the success of this campaign were an effective, well-directed analysis of the environment and agenda setting, constructing multi media platforms which fully considered targets and stages, providing various experimental content combining on and offline, and good implementation. This campaign achieved its primary goals, firstly by forming strong emotional unity with customers via digital OOH media, and secondly by creating positive public opinion and raising brand preference for Samsung through it.