Samsung Dream Exchange was a campaign designed to directly link our brand with launching people’s dreams. The competition element awarded Samsung products to entries with dreams that naturally aligned with Samsung’s brand values. Our products would help fulfil their dreams.

We started with the Singaporean market, using local dreams to inspire global aspirations.

Our company had realized that users weren’t interested in the “business of products” but instead in “launching people”. The change is a subtle, yet powerful reminder that people care less about what a device is capable of and more in what they can create with the brand.

The challenge in changing this mindset is that we needed to make a powerful and relatable commitment that is inclusive of everyone. This campaign isn’t about marketing, but showing people that Samsung wants to make a difference in their lives and make their dreams become a reality.

We created example dream videos, such as that of Bjorn aspiring to become an urban farmer despite challenges of living in Singapore.

We called for submissions via social platform Twitter (#dreamexchange) and a dedicated website. A panel of directors asked stand-out submitters to elaborate on their dreams via video/chat. Submissions aligning with Samsung’s brand values then received Samsung products to make their dreams real. This was Samsung’s way of saying, “We want to launch people and make their wildest imaginings a reality.” Dream winners were interviewed and the results shared by Samsung to celebrate the initiative and create more content.

After making dreams a reality in Singapore, Samsung is changing the way people think about the brand. With engagement goals of 67k in unique microsite visits and 3,000 unique consumer submissions, we beat our goals with indices of 232 and 163. With awareness goals of 68 million impressions and 2.8 million in online reach, we achieved indices of 102 and 130, respectively.

Dream Exchange was the precursor to Samsung’s new positioning. Positive campaign sentiment came in at an astounding 95% compared to Samsung’s overall sentiment at 63%.

After the success in Singapore, Dream Exchange is tailor-made for market expansion, with the realization that curiosity in human potential is universal and Samsung is the company that can unlock it.