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Message Samsung Memory: Brand Awareness Samsung Memory offers a range of products that enhance the performance of consumer electronic devices. The company partnered with IDEO to create a human-centered brand campaign that illustrates how Samsung Memory provides people with more efficiency, more time, and more enjoyable experiences. To help consumers understand the core benefits of Samsung Memory, the IDEO team created a series of short videos starring three fictional characters that conspire to annoy people by causing everyday inconveniences. These “conspirators”—named Battery Brutus, Loading Ball Larry, and Fiona Freeze—embody the usual pain points that consumers experience with their electronic devices. They also form the basis of a broader brand awareness campaign that integrates advertising, video, and interactive simulations on the Samsung Memory website. To create the Samsung Memory brand campaign, the design team began by identifying everyday consumer pain points related to memory, such as: • Losing cell phone battery power in the midst of an important phone call • Running out of computer battery power on an airplane, mid-flight • Experiencing screen freezes in the middle of a movie • Losing important files when programs crash The team saw that by addressing familiar pain points, memory can offer people more efficiency, more time, and more happiness. To illustrate this connection, designers invented a humorous, fictional world in which all the pain points people despise are personified as “conspirators.” Blame conspirators for everyday memory situations, not computer technicians. Point, instead, to Battery Brutus, Loading Ball Larry, or Fiona Freeze. IDEO designers prototyped ways to breathe life into these conspirators through a range of concepts, including short videos, digital experiences, and interactive simulations that address computer performance. IDEO designers also examined the relationship between various touch-points, and envisioned how all of the brand elements could work together in unison. By considering the Samsung Memory awareness campaign in a holistic way, designers married brand strategy and brand expression. Extensive prototyping led to additional refinement prior to launch. For the short videos starring Battery Brutus, Loading Ball Larry, and Fiona Freeze, the team wrote scripts, cast characters, wardrobed actors, and worked with producers to shoot a short series designed for digital. “We just identified what we thought were universal frustrations, and shot videos that would make people think, laugh, and start to care about a product that most people never consider,” says one project member. IDEO also partnered with software developers to produce a Samsung Memory digital experience and interactive website campaign. The Samsung Memory awareness campaign launched in May 2012. http://www.ideo.com/work/samsung-memory-brand-awareness