Samsung Card has partnered with creative agency to launch an innovative and humorous pair of campaign spots in South Korea that focus on creating a better work-life balance for office workers in today’s hectic world. The campaign, which launched in early August 2018, marks the third installment of the SAMSUNG CARD “Number Series” and its marketing method. 7 out of 10 workers in South Korea fail to achieve an adequate work-life balance. To address this troubling market insight, we develop a unique creative solution to the problem of spending too much time at the office. The total budget was 0.7 billion KRW(655,000 USD).

Brand need consumers' time to use their credit cards in leisure time or outside the office, target customers also need time to enjoy their lives outside the office. This is the key idea point came from to make these creative products 'Balance Clock' and 'Balance Mouse'. 25-35 Korean office workers wanted to find their work-life balance through managing effective & smart way of working in their everyday lives. Two clever and unexpected creative concepts, clock and mouse would help workers get back in balance.

The campaign video's tone & manner is chic and actors have the stony face. Lots of target audiences first meet this video through YouTube AD because they use the mobile phone every day and they feel affection similarity as they experience the same situation at their workplace. We thought the first sight and the way of problem-solving is a key factor because 2535 generations need a fresh way of brand's marketing activities. Brand-making creative product to communicate with their target audience is not a common way and Samsung Card is a financial credit card brand though. 'Balance Makers' clock actually can use at their office desk and the target intuitively meets why they cannot go home from the office and can solve the problem in a smart way. This is a new way of thinking and a fresh approach to marketing the brand's new credit card.

Balance Clock:

“Have a minute to talk?” While these are friendly overtures from colleagues often heard over the course of the workday and to address this we created the clock. It looks like a normal clock but when a colleague approaches you simply turn it over and it sends an alert signal to co-workers to let them know that you’re busy with work. This product is released to customers in Oct.2018 and sale in South Korea.

Balance Mouse:

Koreans usually hard to leave the office on time and to address this dilemma, we created a uniquely designed mouse that prevents workers from being able to use it by intuitively running away from them at the end of regular working hours. Workers tried to do his work but the mouse avoids him as a reminder time to back to lives.

The campaign recorded one million views by the fifth day of its launch demonstrating high interest from the audience. The “Balance Mouse” campaign video achieved an impressive organic viewing rate of 14%, with viewers actively sharing the content with friends, family, and colleagues. The popularity of the campaign video additionally led to an appearance on the main page of Korea’s largest portal site, NAVER, where it ranked number one not only for being the most captivating, but also the most innovative advertisement. Viewers commenting on the campaign video noted that it stood out from standard cookie-cutter ads through the use of a novel concept and a unique approach to ad work.