Magic in the Air
Samsung’s last online campaign, imagined by Leo Burnett Istanbul was described as epic. Indeed, the campaign had a viral impact and is a poetic and inspiring shot. By making the choice of concrete action, the brand has successfully engaged its community though an emotional and engaged video reminding us that a world without barriers is everyone’s dream.
This is the story they imagined: We are in Istanbul and Muaharrem steps out of his house with his sister. This young hearing-impaired man is expecting to live a day like any other, struggling to get across in society despite his handicap. Nevertheless, that day everybody in Muaharrem’s neighbourhood was to speak to him in sign language.
In order to promote their new call-centre for hearing impaired, Samsung and Leo Burnet conducted month long training sessions to set up this experience. Muaharrem has for sure lived an unforgettable moment and this moment has been shared with the online community.
This example shows once more how a concrete demonstration of action can be efficient for a brand to go viral. Emotions, compassion and empathy are always good ingredients to add in order to engage the audience. The #hearinghands has been used extensively on social media and the brands positive perception has been increased.
Still we should not forget how consistency is necessary in that case. The message was clear and coherent with the product. That is most certainly the key to its success.
