Samsung has created an amazing and inclusive campaign which not only shows the possibilities of their product, but also conveys an emotional message, one that makes us understand that what surprises us in the world can be transmitted in ways we never even considered.
Technology in today’s smartphones are a set of applications that facilitate some tasks that run daily but you can also access amenities like music, entertainment, video games, the internet and more.
This insight was the one that the team of Cheil Hong Kong found vital for the campaign “Be their eyes,” which answers the question of how we can share the most beautiful landscapes in the world with those who can’t see. The answer is simple: we use Samsung smartphones.
With an ATL-Digital strategy, the brand decided to invite Instagram users to describe how it felt to be facing a landscape with #BeTheirEyes, where messages would be printed in Braille and placed where the picture was taken, so more than 200,000 visually disabled people in the city could read and understand the excitement of seeing the beautiful sights. All campaigns that have a message of “goodwill” will improve the brand’s perception. By departing from traditional consumerism, a campaign like #BeTheirEyes brings the brand closer to the consumer in a emotional way.
An extraordinary campaign that’s worth keeping in mind, especially if you want to understand the scope of people social networks can reach. Remember that brands are adopted by customers if they feel taken into account; if their interactions with the brand are fulfilling. There are no brands without customers, so we have to be generous with them.
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