SINGAPORE — How can Samsung demonstrate its smart products in an uncommon yet engaging manner? Cheil Singapore‘s campaign for the Galaxy Buds2 and Watch4 is one that will open people’s hearts into clarity and acceptance.
The campaign, titled ‘Listen To Your Heart’, brought people in to test the Galaxy Buds2 and Watch4, and record their heart rates as they listen to various genres of music. After 3-4 pieces of music, the individuals would listen to a voice-recorded message from someone near and dear to them, who has wanted to say something personal for the longest time.
https://www.youtube.com/watch?v=F5Ux6mIu9tM
What we got was a Drag Queen who expresses appreciation for his tudung-wearing but totally supportive mother. An absentee father who spent years in jail whose daughter inspired him to turn a new leaf. A best friend who acknowledges the loyalty and support of her BFF. And a man who pays tribute to his fiancée’s courage in battling depression while taking care of her ailing mom.
“Every smartwatch brand highlights the health features in a functional, expected manner. We wanted to stand out from the sea of sameness by taking an emotional approach. And if you really think about it, matters of the heart (which can indeed be stressful) can take a toll on our heart health.” Sarah Chua, Vice President (Internet & Mobile), Samsung Electronics Singapore.
“Every one of us has stuff in our hearts that we wish we can unload. And asking people to ‘Listen to their Hearts’ worked on both a functional and emotional level. It is well documented that stress has a huge impact on our heart health. Measuring the listeners’ heart rate before, during, and after the session demonstrated the feature in a never-before manner.” Mahesan M, Executive Creative Director, Cheil Singapore.
CREDITS
Agency: Cheil Singapore
Executive Creative Director: Mahesan M
Copywriters: Anand AV / Mahesan M
Art Directors: Teo Hong Jun / Joy Long / Bernard
Account Management: Cecilia Lim / Ellyna Rahim / See Seng Yang
Agency Producer: Addison Lee
Clients:
Sarah Chua, Vice President (Internet & Mobile), Samsung Electronics Singapore
Lynn Chong, Head of Brand Marketing
Jennifer Choi, Brand Marketing Manager
Production: Moviola
Director: Tai Heng
Producer: Ronnie Lee / Carol Yuen
