Seven awards for social campaign
Samsung, as a consumer electronics manufacturer, made its presence felt through the Launching People campaign. At this year’s International Advertising Festival in Cannes, the campaign won a total of seven awards, contributing to the advancement of Samsung’s brand philosophy centered on promoting discovery and possibility through digital technology. Launching People acts as a catalyst, helping people achieve their dreams — engaging consumers by encouraging them to share their aspirations and ideas with the company.
App for children with autism awarded
Look At Me — a smartphone app designed to help children with autism — received five awards in total, including gold in the Cyber category. The team behind the app has previously received other highly significant awards, including at The One Show and in New York festivals.
Other recognized Samsung campaigns
Other winning campaigns from Samsung at Cannes Lions 2015 include Safety Truck — a design concept aimed at preventing road accidents, which won seven awards, including the Titanium Lion in the Titanium and Integrated categories. This recognition signifies groundbreaking ideas that are steering the industry in a new direction. The Back Up Memory app, designed to assist patients in early stages of Alzheimer’s disease, was also honored with three awards, including gold in the Lions Health/Health & Wellness category. The Hearing Hands sign language service for the deaf also succeeded, winning double bronze in the Promo & Activation and PR categories.
Our success stems from Samsung’s efforts to better understand consumer needs worldwide and help fulfill them. This is the core of our company philosophy of enriching consumers’ lives through digital innovation — stated Won-Pyo Hong, President and Chief Marketing Officer, Samsung Electronics — Samsung is a brand that improves lives, and the Launching People campaign enables us to achieve this through innovative products and services.
Concepts from the article
PR — Public Relations / public relations. Activities building an organization’s reputation and relationships with its environment: media, customers, employees, partners, and communities. PR includes press releases, media relations, crisis management, events, and brand storytelling.
Why it matters: It builds trust that no advertisement can buy — credibility through third-party voices. Editorial coverage and a well-managed crisis weigh more than a campaign — because someone else speaks about the brand, not the brand about itself.
When to use: Constantly: media relations, press releases, interviews, events; especially during a crisis or company changes.
