Transforming a consumer electronics company into a lifestyle brand.
Samsung approached our team with an audacious goal: help them transform from a feature-centric consumer electronics company into a lifestyle brand.
To do that we needed to shake up the standard operating procedures of the brand’s Television, Camera, Home Audio and Appliance divisions.
Shifting to more product benefit focussed messaging, we rebranded and redesigned their entire retail program, bringing them into a new era, better able to compete against an increasingly diverse competitive set.
The program focussed less on lists of features and more on how Samsung's products help consumers discover more of their passions. By highlighting the real life benefits, instead of tech jargon, we were able to motivate customers to use their devices to discover more of what they loved, helping fuel Samsung’s market share growth.