Samsung Electronics is a globally recognized brand (7th Global Brand, Interbrand 2014) that continuously innovates towards a better tomorrow. With strong brand awareness and preference, Samsung wanted to build stronger relationships with consumers, specifically Millennials, to build brand loyalty.

To achieve this shift, Samsung set the vision to become an aspirational brand with creative and innovative ideas that strengthen their position and create emotional attachments with their consumers.

Campaign Objectives:

- To communicate and amplify their brand ideal, ‘accelerating discoveries and possibilities’, to millennials.

The app operates in the background. It uses facial recognition technology to calculate the optimal distance. When the screen is too close to the child’s eyes, the app will block the screen. It will only become unblocked when the child moves his face back to the appropriate distance.