Commentary
Cheil Worldwide - Samsung/Juke
- by August 25, 2008
Samsung/Juke
http://www.ccaworld.com/interactive/portfolio/juke_interactive/
Finalist Use of Widgets
Johanna Rustia and Bernell Clifford, art directors; Jeff Babson and Brian Gield, copywriters; Chris Mogen, design director, interactive; Ann Marie Mathis, interactive creative director; Tom McManus, creative director; Howard Levenson, senior project manager; Joseph Andreana, project manager; Christine Nelson, account supervisor; Laurie O'Connor, associate media director
Through consistent messaging and visual branding across widgets, microsites, ugc and YouTube, the Juke
Box Hero campaign helped Samsung individuate its new music-oriented handset within the vast Verizon fleet. The creative used maroon colors and a ubiquitous spinning 45 to brand the handset. A
contest for user-submitted music videos engaged the target demo's jones for media-making, but the less ambitious interactive user also got to play, too, by making their own video playlists. The
campaign pulled all the digital levers to engage the audience in the phone's feature set at whatever level of interactivity they preferred.
