Samsung and agency Cheil Worldwide Seoul are supporting the Korean brand's wearable fitness collection with a new campaign. The creative is designed to broaden the appeal and relevance of these products beyond the category’s traditional target of athletes and sports fanatics.
“Since most people are not serious athletes, I am pretty sure that young audiences will be able to see themselves in this film," says Kate Oh, ECD, Cheil Worldwide Seoul.
The "Go Beyond Fitness" tagline is meant to convey the idea that the Samsung wearables can help boost overall well-being as opposed to just keeping track of benchmark metrics and workouts.
One film in the campaign shows how everyday actions, such as commuting to work and pushing a cart-filled of groceries, are tracked as exercise with these fitness trackers.
The media runs across YouTube and Samsung's digital channels. Additional content will launch globally over the next 12 months to further reinforce this ‘Go beyond fitness’ theme.