Samsung Electronics is experimenting with new ways to promote its BESPOKE range of premium home appliances to a key customer base: newlyweds, by launching the ‘BESPOKE Wedding FUNding’ campaign which offers mobile wedding invitations with a financing function .
In Korea, friends and families giving congratulatory money instead of wedding gifts to newly married couples is a long-standing custom. However, a growing number of people feel dissatisfied with this old custom and argue about how much a monetary gift is reasonable or whether you should give a monetary gift when you have already given a gift of marriage.
To address the distress of newlyweds during wedding preparation and remove the barrier of purchasing appliances – the second largest wedding expense in Korea, followed by buying a house , Samsung presents “BESPOKE Wedding FUNding” as part of its cultural renewal marketing.
With this new solution, newlyweds can add their list of desired CUSTOM-MADE high-end Samsung appliances to the mobile wedding invitation provided by Samsung, and then the couple’s close friends and families who receive the invitation can participate financing with other guests for a particular purchase the couple is planning to make.
“We launched the BESPOKE Wedding FUNding campaign with Korean Millennials and Generation Z in mind, who want to reflect their own preferences and tastes in their wedding,” said Sungwook Kim, Executive Vice President and Head of D2C at Samsung Electronics. “We wanted to come up with a new and fun way to congratulate and celebrate, hoping that wedding preparation no longer becomes a stressful process but an enjoyable journey when you are with Samsung.”
The mobile wedding invitations with financing features come in a total of 19 designs created in collaboration with popular webcomic and emoji artists in Korea, exclusively aimed at consumers who participate in the campaign via a dedicated page on the Samsung official website.
Cheil Worldwide worked on the digital campaign from conceptualization to execution. The campaign will run nationwide for 12 weeks.
Credits
Campaign Title: Bespoke Wedding FUNding
Client: Samsung Electronics
Executive Vice President: Sungwook Kim
Vice President: KT Kim
Marketing Manager: Seokjun Bang, Heejung Jung
Creative agency: Cheil Worldwide
Creative Director: Changgyu Oh
Director of Creative Strategy: Yongwoo Cho
Creative Strategist: Suntaeck Kim, Sooyeon Rim
Editors: Hyerim Kim, Jeonghyeon Kim
Artistic Director: Jihwan Park, Wan Heo
Account Director: Chunhak Im
Account Manager: Arang Baik, Gilwon Jang, Jinhwa Ryu, Joongkyu Byun, Duin Kwon, Jiho Shin, Youhyun Choi
Samsung Electronics is experimenting with new ways to promote its BESPOKE range of premium home appliances to a key customer base: newlyweds, by launching the ‘BESPOKE Wedding FUNding’ campaign which offers mobile wedding invitations with a financing function .
In Korea, friends and families giving congratulatory money instead of wedding gifts to newly married couples is a long-standing custom. However, a growing number of people feel dissatisfied with this old custom and argue about how much a monetary gift is reasonable or whether you should give a monetary gift when you have already given a gift of marriage.
To address the distress of newlyweds during wedding preparation and remove the barrier of purchasing appliances – the second largest wedding expense in Korea, followed by buying a house , Samsung presents “BESPOKE Wedding FUNding” as part of its cultural renewal marketing.
With this new solution, newlyweds can add their list of desired CUSTOM-MADE high-end Samsung appliances to the mobile wedding invitation provided by Samsung, and then the couple’s close friends and families who receive the invitation can participate financing with other guests for a particular purchase the couple is planning to make.
“We launched the BESPOKE Wedding FUNding campaign with Korean Millennials and Generation Z in mind, who want to reflect their own preferences and tastes in their wedding,” said Sungwook Kim, Executive Vice President and Head of D2C at Samsung Electronics. “We wanted to come up with a new and fun way to congratulate and celebrate, hoping that wedding preparation no longer becomes a stressful process but an enjoyable journey when you are with Samsung.”
The mobile wedding invitations with financing features come in a total of 19 designs created in collaboration with popular webcomic and emoji artists in Korea, exclusively aimed at consumers who participate in the campaign via a dedicated page on the Samsung official website.
Cheil Worldwide worked on the digital campaign from conceptualization to execution. The campaign will run nationwide for 12 weeks.
Credits
Campaign Title: Bespoke Wedding FUNding
Client: Samsung Electronics
Executive Vice President: Sungwook Kim
Vice President: KT Kim
Marketing Manager: Seokjun Bang, Heejung Jung
Creative agency: Cheil Worldwide
Creative Director: Changgyu Oh
Director of Creative Strategy: Yongwoo Cho
Creative Strategist: Suntaeck Kim, Sooyeon Rim
Editors: Hyerim Kim, Jeonghyeon Kim
Artistic Director: Jihwan Park, Wan Heo
Account Director: Chunhak Im
Account Manager: Arang Baik, Gilwon Jang, Jinhwa Ryu, Joongkyu Byun, Duin Kwon, Jiho Shin, Youhyun Choi
