Every Day Is

Drama Worthy

Samsung

Art Direction | Campaign | E-Commerce | Social

Brief

2021 brings fresh hope, but lifestyle changes and financial constraints will continue to influence purchase decisions. Remote working, limited social activities, and a more private way of living have become the norm. Consumers turn towards making their homes and personal spaces more comfortable and efficient - as domestic and work roles collapse into one.

Unique opportunity for Samsung:

Consumers are shopping mindfully.
Samsung’s trusted quality and innovation.
The love of all things Korean in SEA.

Consumers are inclined to make lasting, cost-conscious, and value-based purchases. Samsung aims to reach out to user in 2021 through Super Brand Day, hosted on Shopee.

Insight

In SEA, Hallyu users is high, with an avid user ratio of over 50% in Indonesia, Vietnam, Malaysia & Thailand. This indicates the expansion of Hallyu in the region is very active and confirms the popularising of Hallyu. In Singapore & Philippines, the popularity of Korean content cannot be denied as well.

Jumping-Off Point

The rise of the homebody economy sees Southeast Asians spending most of their time on routine domestic activities. We want to assure our consumers that despite the current restrictions and seeming monotony - they still deserve to live life to the fullest. And if they’re spending most of their time at home / on routine activities, wouldn’t it be great if their environment was the best it could be?

Rational

Let’s reassure our audience that they too deserve to celebrate their everyday like the K-drama stars on TV. With great Samsung deals this Super Brand Day, our consumers can make mindful purchase decisions that make every day drama-worthy.

Key Visual

There were a variations of KV required - a main one consisting of products across all Samsung categories (Smart Devices, Digital Appliances, TV), as well as each of the individual product categories. There was also the requirement for localisation and translation of languages for various SEA markets.