ABOUT

How we helped a global technology giant to join the human race.

Who: Samsung is a global Korean electronics giant. Most people know them for their Smartphones and TV’s. What most people don’t know is that they also provide businesses with everything from aircon systems to printers and displays to networking equipment.

Why: Samsung for business needed a new story and new positioning that would elevate them above the noise of product features and benefits and change business people’s perception of who they are and what they stand for.

What: RP developed a category changing story for Samsung that took the conversation from bits and bytes to something more human and meaningful. Our idea was inspired by the simple truth that when we come home from work our loved ones ask us “How was your day at the office?”

Our response to this age old question is more and more conditioned by technology fails in our day i.e. a cracked screen on our phone, a dying battery and so forth. Samsung rallied behind the idea that all their technologies are designed to inspire ‘More good days at work’.