CASE STUDY: Samsung’s Tab Taxis prove a hit with Korean public

Background
As a homegrown brand, Cheil Worldwide Seoul was tasked to create a campaign for Samsung, with a strong brand activation element. Pulling in two popular local radio comedians of the CultTwoShow, Chung Chan-woo and Kim Tae-kun, the campaign would be part of the digital marketing campaign.

Objective
The Samsung Galaxy Tab had to be promoted in the increasingly-crowded tablet market, and a fresh idea was needed to differentiate the brand from others in the market.

Execution
An online site was created to drive the campaign, and a ‘Tab Taxi’ was deployed on the streets. The radio personalities travelled in the Tab Taxi, picking up random passengers on the street to give them a hands-on experience with the Samsung Galaxy Tab.

The Tab Taxi also picked up celebrites such as the captain of South Korea's women's soccer team, to demonstrate the features of the Galaxy.

Each passenger was filmed, and 18 reality-TV like episodes of the passengers testing different features on the Galaxy with the comedians were uploaded in the form of live feeds on the microsite.

Results
The microsite garnered about 1.5 million views, and over 1.2 million visits. Nearly 2,000 applications were made by the public to be carried in the Tab Taxi, and nearly 6.5 million views were made on the uploaded films.