[Situation]

Global lauching of SAMSUNG T7 Shield

: Emergence of competing products due to rapid growth of portable SSD market

[Brief & Objectives]

Samsung Electronics, the No.1 player in the PSSD market, has released the T7 Shield for experts and outdoor users.

Planning and Producing creative content that utilizes impactful visuals and storytelling that resonates with the target audience for T7 Shield's three key USPs.

A female carpenter drinks coffee before starting her work. As the sawdust flies when the work begins, she naturally uses the piled-up sawdust as a cover like a lid on her coffee cup. The final image of the piled-up sawdust can convey the unique selling proposition (USP) of a dust-proof product in a single image.

The advertising performance for the three T7 Shield launch videos are as follows for the United States, Germany, and Japan:

Total advertising spend: $186,524

Impressions: 21,966,694

Clicks: 12,445

Views: 11,252,564

It should be noted that the advertising was executed separately for Samsung US and Samsung Germany channels in the United States and Germany, respectively, and the above figures represent the combined advertising performance for the United States, Germany, and Japan.

Additionally, these videos created such a huge buzz that it led to opportunities for producing subsequent videos. Many comments on the videos pointed out that the product's appearance resembled a bar of soap, particularly in the 'water' video, where the paradoxical and amusing point of "non-melting waterproof soap" created a viral effect. This curiosity about the product became a starting point for Samsung to obtain positive consumer response through the creation of additional videos.