A global tech powerhouse’s evolution into a lifestyle brand
Lippincott first partnered with Samsung in 1993, when we created the iconic blue oval logo. Since then, we’ve worked together over a series of projects that have all laddered up to remaking Samsung Mobile’s image into a lifestyle brand. Over the years, this work has included tapping into new customer segments and categories, and driving affinity for the brand. Through our partnership, we’ve helped customers find, love, and stay in love, with everything Samsung has to offer.
Redefining how we experience the world
Samsung Electronics has an enormous consumer base. We set out to deepen those relationships and drive loyalty by creating new brands and integrating fresh experiences into Samsung’s diverse portfolio. These experiences were designed to transform electronic accessories into indispensable lifestyle companions.
Take the tablet. We found an opportunity for Samsung to grow their market share through distinct communications that touched on what tablet users really care about. We helped Samsung differentiate between tablet models, core users and their prioritizes through consumer testing and emotion-driven messaging. With a refocused communications strategy, we helped Samsung target the right people with the right message.
As a lifestyle brand, Samsung is redesigning the way we communicate with each other, indulge in our passions and experience the world. This extends to the home and how we connect to our most personal spaces and our most important people. We helped Samsung launch the IoT brand, SmartThings, and enter the smart home market. Our strategy, linking their products to the everyday interactions between home and family, helped build a seamless Samsung ecosystem and reinforce the idea of a life companion. Similarly, we positioned Samsung Pay, a mobile payment service accepted virtually anywhere you can swipe or tap your card, to lead the charge on seamless, secure and accessible mobile payment options.
Going millennial
To grow into a beloved lifestyle brand, Samsung Mobile needed to capture the attention of the world’s millennial. To do so, we helped Samsung Mobile foster relevant global partnerships to expand their reach as a lifestyle brand. We identified an opportunity in fashion and recommended partners to select from as well as help execute against existing client relationships, including Kate Spade, Luis Vuitton and Romero Britto. These partnerships helped Samsung Mobile to leverage partner equity and a shared goal to drive connection with millennial consumers.
From device to companion
The consumer electronics market goes through rapid iterations and shifting brand allegiances. Yet, Samsung consumers maintain strong attachments to their devices. Their affinity led to the creation of Samsung Mobile’s loyalty program: Samsung Plus. We named and helped develop, strategically and visually, Samsung Plus to support, educate and provide exclusive access for Samsung Mobile users. In doing so, we helped Samsung Mobile tap into existing brand loyalty and secure their position as an essential component of their customer’s lifestyle.