Samsung Pushes the Right Buttons with Digital Marketing Campaign


Samsung Electronics Co., Ltd., a global leader in digital media and digital convergence technologies, has been awarded a prestigious international CLIO award for a new strategic communications and public relations initiative to launch its ST1000 product. The CLIO Awards are one of the world’s most recognised international advertising, design and communications competitions, focused on evolving with the industry in order to acknowledge the most current and innovative work. The prize was awarded for an online and social media campaign to launch the ST1000 digital camera, in conjunction with Austria’s renowned Schonbrunn Zoo and demonstrated Samsung’s ongoing commitment to breakthrough communication campaigns. 

Samsung developed a unique partnership with the Schonbrunn Zoo in Vienna, to show consumers how easy and intuitive the new ST1000 camera is at uploading pictures to the internet via its innovative wireless capabilities, a feature shared across a number of Samsung’s digital cameras. Samsung equipped the zoo’s resident female Orangutan ‘Nonja’ with the ST1000 camera, and the images produced by Nonja were then uploaded through the camera’s wireless capabilities daily to a Facebook account and specially designed Microsite, receiving an overwhelming 200,000 hits from a worldwide audience of fans.

This unprecedented and ground breaking strategy proved that ST1000’s capabilities and easy-to-use features could even be operated by anyone, including an Orangutan, a message that was successfully communicated to an audience around the world. The campaign showcased the ST1000’s ability to capture and share photo memories wirelessly on the move, allowing users to truly connect with family and friends. Packed full of innovation and encased in a sleek compact frame, the camera’s wireless functionality enables users to send and post pictures in real time via applications like Facebook and provides an unrivalled experience in sharing content amongst loved ones. With the increasing need for camera users to share their images instantly with loved ones, a number of Samsung’s digital cameras provide wireless capabilities.

“Today’s CLIO Silver award accreditation is an important milestone for Samsung and a celebration of our continuing efforts in showcasing our cameras and communications strategies with the most innovative and forward thinking campaigns in the industry. Our goal has always been to show camera users that our camera ranges are designed to meet everyone’s needs and the increasing demand for wireless capability, and this campaign demonstrated our success in communicating these messages direct to customers and the consumer market through our ground breaking and innovative strategies, which this award represents,” explained Sang Jin Park, President of digital imaging business, Samsung Electronics Co., Ltd. “It is our continuing goal to lead the way in innovation through our pioneering communication strategies, to ensure that the ease-of-use ‘Smart Cameras’ capabilities are demonstrated to a global audience of camera enthusiasts.”

For nearly five decades, the CLIO awards have maintained its original commitment to celebrate and reward creative excellence, honouring a powerful form of communication and its impact on modern culture. Samsung’s campaign captured these key elements of the competition and successfully connected on an emotional level to the general public, through an impactful communication campaign that showcased not only one of their leading digital products, but opened the doors to the continuing innovation encapsulated in cameras like the 2view and NX10 for the consumer market and ongoing breakthrough communication campaigns.

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