Comparing to competitors in the laptop market, Galaxy Book is not recognized as a cool and young brand among Gen Z.

By providing a differentiated and personalized marketing experience unique to the Galaxy Book, strengthen the brand's attractiveness and make Gen Z consumers consider it a top-priority brand at the point of purchase.

Korean Gen Z love to express their individuality through various medium, including smartphone and laptop decorations. To ride this wave of self-expression, we wanted to provide a unique and personalized brand experiences to them by turning Galaxy Book into a canvas.

Galaxy Book and Kakao Brain have launched an AI art project that AI artist ‘Karlo’ draws a painting for individual consumer. By entering three words and choosing the desired painting style on samsung.com, anyone can have their own art piece in 10 seconds, which can be ordered as a laptop cover.

The role of AI was very important to create completely different laptop cases according to individual tastes. In order to implement an advanced AI model, we cooperated with Kakao Brain, the best AI frontier company in Korea.

The AI artist, Karlo, an AI model that draws unique images that match input texts, was trained with a dataset of 150 million pairs of text and corresponding images. We have further refined this model and developed a site to GalaxyBook consumers can create their own unique art images and laptop cases in 10 seconds.

We have developed and adjusted AI artist Karlo from Kakao brain to draw unique paintings just by Korean words for the campaign for 2 months. Then we launched a campaign website on Samsung.com, where anyone can visit and create AI art paintings with simple steps : Enter three words that express yourself - Choose desired painting style - Karlo paints an art piece only for you in 10 seconds. Created paintings can be downloaded, and ordered as a laptop cover right on the site.

In addition, a Galaxy Book experience zones were opened to provide AI art and phone & laptop sticker making experiences in 40 Galaxy studios nationwide.

We also released campaign film and OOH print promoting Galaxy Book X Karlo’s AI art project on various digital media(YouTube, Instagram, Facebook, Twitter…) targeted Gen Z during the first month of the campaign.

Website traffic dramatically Increased by 65%

170,867 AI Images were created in 3 months

1,565 Images were shared on Social Media

867 laptop covers were ordered

Campaign film and DA has earned

8,559,451 Views

2,977,111,691 Social Impression

The campaign caught an attention of not only the local media who released 883 news articles online, but also numbers of customers who gave positive feedbacks, enjoying a new way of expressing themselves by decorating laptops with an AI artist.