Cannes Lions

ULTRA SLIM MOBILE PHONE

CHEIL WORLDWIDE, Seoul / SAMSUNG / 2008

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Position the Samsung Ultra Slim Mobile into the hearts and minds of the target group - predominantly Female 18-30 - as the ultimate fashion lifestyle technology - meeting their needs of being socially connected through the phone / SMS function - whilst satisfying their needs for one device with the integrated MP3 player.

In 'Twins Become One' we tell the enchanting yet surreal story of identical twins living in a world of separation (2 devices longing for unity) - and through rich-media interaction with the 2 girls the user can learn that the Ultra Slim has 2 sides - and by connecting the twins together they learn that the device has multi-purpose functionality.The added CRM tool of the downloadable Ultra Slim widget with VOIP, SMS, and MP3 player functionality delivers long lasting product marketing and branded entertainment experience.

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