Creative Director, Consultant
Samsung was looking to create a new brand platform upon which all of their marketing strategies would sit. That focus and ideology was the concept of “Launching People.” Samsung threw a global pitch amongst all it’s agencies to determine what would be the proper execution of that idea.
Starcom won the assignment, beating out Cheil (Samsung’s internal creative department), Leo Burnett and all of it’s other associated agencies. The idea we came up with was the Samsung Dream Exchange. The Dream Exchange was a platform intended to leverage peoples dreams to pay for the technology that would enable them to achieve those dreams. (http://www.dreamexchange.com / People we “Launched” http://www.dreamexchange.com/launched)
With the Dream Exchange, we helped Samsung assert their brand belief by inventing a new kind of currency with which to buy Samsung products, peoples intended use of those products. During the time this initiative was live, Samsung brand preference rose 10% in the markets in which it was launched, South East Asia, while Apple’s declined by 5%.