Samsung Electronics, the Korean electronics giant responsible for the Galaxy smartphone range and seemingly every modern television that isn't either made by LG or Sony, was recognised this week as the most creative marketer of 2016 by the Cannes Lions International Festival of Creativity. The “Creative Marketer of the Year” award is awarded to companies that have made creative and meaningful strides in marketing, and was awarded to Samsung because it was felt the brand has refined its marketing approach in recent years to more consumer-centric strategy, which focuses on how its products and technologies can create meaning in the lives of consumers.
The Safety Truck
Terry Savage, Chairman, Lions Festivals, said: “When you look at Samsung’s wins at Cannes Lions, even just last year, what strikes you is the diversity of Lions that they are taking home through their overarching commitment to creativity. They’re excelling across the board, including in areas such as healthcare communications, craft and branded content, as well as picking up a Titanium Lion.” Moonsoo Kim, Executive Vice President of Global Marketing Centre at Samsung Electronics, added: “We believe that our innovations open opportunities for people to reach higher and dream bigger. At Samsung, enriching people’s lives is at the centre of everything we do, and our marketing reflects this philosophy.”
Look At Me
Examples of Samsung campaigns in 2015 include “Look at Me” for autistic children by Cheil Worldwide, which claimed five Lions last year, “Safety Truck” for road safety by Leo Burnett Argentina (which claimed a heavily coveted Titanium Lion), “Every Day is Day One” for athletes by 72&Sunny Amsterdam, and “Centre Stage” for an enhanced consumer retail experience, also by Cheil Worldwide. Last year at Cannes, Samsung bagged 27 Lions, and over the history of the Festival they have totalled 74 Lions for work from 17 countries.
Every Day is Day One
The 63rd International Festival of Creativity is where the world’s companies come together to challenge their creativity in advertising, publicity and marketing campaigns in many different categories. Hosted annually in Cannes, France, this year’s events will be held from June 18 to 25, 2016, and will be attended by more than 15,000 delegates from over 95 countries. Samsung EVP of Global Marketing and Mobile Communications, Younghee Lee, will receive the award on behalf of the brand during the final Cannes Lions Award Ceremony on Saturday June 25. The news follows Vice Media co-founder and CEO Shane Smith being named the Cannes Lions 2016 Media Person of the Year. Previous winners of Creative Marketer of the Year include Heineken, McDonald's and Coca-Cola.
In the last month, Samsung has been busy promoting its new Galaxy S7 and Gear VR headset with spots created by Wieden & Kennedy that feature the rapper Lil Wayne being incredibly wasteful. Other spots promoting the Galaxy S7 feature esteemed actor William H. Macy. Samsung has also done a number of VR videos to show off the Gear VR technology, including a live birth.