Samsung Electronics won 21 Spikes awards at the Spikes Asia Festival in 2016, making it this year’s Advertiser of the Year. The Award honours brands that set themselves apart through the quality of their campaigns and recognises innovative marketing and inspiring creative communications.
Terry Savage, chairman Cannes Lions and vice-chairman, Spikes Asia, commented, “Samsung Electronics is one of the world’s leading brands. By experimenting with what is possible through technology they try to make our lives and the world around us better.
“Working with agencies across the region Samsung provides freedom to push the creative standard and we’re delighted to be able to recognise their commitment to excellence. Their campaigns encompass the full spectrum of cutting-edge technological expertise and creative bravery and we look forward to seeing what the future brings.”
Some of the work that went into the award include Celebrity Tantrum by Leo Burnett Sydney:
Right the Wrong by iris Singapore, that gave people the chance to use the Samsung S7 to reshoot and repost their worst-captured social media moments.
Touchable Ink by J.Walter Thompson Bangkok that made products and packaging more accessible for the visually impaired and won 3 Grands Prix, 1 Gold, 1 Silver and 2 Bronze Spikes.
In 2017 Samsung has overcome brand challenges amid a difficult market environment in order to grow.
Samsung launched the Galaxy S8 and S8+ with these Leo Burnett ads:
And launched Leo Burnett Chicago’s piece de resistance for Samsung, The Ostrich:
Leo Burnett Chicago: Samsung gives an ostrich the thrill of doing what can’t be done
as well as the triumphant, This is a Phone:
Samsung also created the phone that lets people with aphasia communicate, via Leo Burnett Italy:
Leo Burnett Italy & Samsung: the app that lets you communicate if you can’t use words
And it is rolling out a series of digital, social and out-of-home activations across the globe, such as Whale and Astronaut.
Younghee Lee, chief marketing officer of Samsung Electronics and head of global marketing for Samsung’s Mobile Business will accept the Award onstage at the Spikes Asia Awards Ceremony on Friday 29 September.
Lee commented, “I am deeply honoured and humbled to accept the Spikes Asia Advertiser of the Year Award. Our brand work is the first articulation of the evolution to create a new connection with our consumers through a shared value-based approach, rooted firmly in our company’s philosophy ‘that meaningful progress can only happen when you dare to defy barriers. Samsung is a brand focused on creating real human value with its technology and we want to build upon our tech prowess to become a human-focused lifestyle brand.”
