The integrated communication agency Cheil | Centrade, the hub for Southeast Europe of the Cheil Worldwide network, communicates the benefits of Smart devices in the Samsung Smarter Living ecosystem and the surprising way they can be easily controlled through the Samsung SmartThings application.
The market for Smart Home devices is constantly growing in Romania. If a few years ago only the early adopters were buying smart ecosystems for their homes, motivated by their curiosity and passion for tech, now the market has reached its first maturity stage. In 2021, over 70% of Romanians stated that they intend to buy Smart Home products, and the motivation for the purchase is, first of all, comfort.
The "Home Smart Home" campaign starts from the observation that technology is part of everyday life and can be used, with a touch of imagination, to enrich our experiences with the loved ones. During three episodes, we capture various memorable moments in which a nice young man uses the ecosystem of Samsung smart devices in surprising ways, so he can successfully solve various challenging situations.
All three stories are inspired by insights from a qualitative study done by Cheil on how to interact with technology and the role it plays in amplifying family moments.
In the “Home Concert” video, the main hero wakes up in a messy house, after an evening with friends and finds out that his mother-in-law will be coming soon. On the fast-paced music played in his wireless headphones, he quickly organizes the house cleaning in record time with Samsung Smart Washing Machine and Samsung Smart Vacuum Cleaner, and then refreshes the air in the house with Samsung Smart Purifier. All devices are connected to the SmartThings app installed on its new Samsung Galaxy Z Fold3. So, when he receives the notification from the Samsung Smart Watch that the important guest has arrived, everything is in perfect order.
In the "Horror story" video, we see how the main character pulls a prank on his friends who came to watch a horror movie at his home, on the Samsung Smart TV, by controlling the Samsung smart devices connected in the apartment. Thus, the smart washing machine, the intelligent vacuum robot and the intelligent air purifier are controlled from the Samsung SmartThings application for an unexpected effect.
In the "Dance of Love" video, we see how his new Samsung Galaxy Z Fold3 announces our hero of his relationship anniversary, so he can improvise a series of small surprises for his girlfriend, with the help of Samsung smart devices. He uses the Samsung SmartThings-controlled Samsung Smart Vacuum Cleaner to serve her a cup of coffee from her favorite mug. In the afternoon, he reveals an emotional collage of photos selected on the Samsung Galaxy Tab and projected on the Samsung Smart TV, thus discovering, to his surprise, that his partner forgot about the anniversary. The spot ends with a romantic dinner in which the girlfriend surprises him by wearing the same blue dress as on their first date.
“Samsung fans can now easily sync their homes to suit the modern lifestyle. With the help of Samsung SmartThings, you can control all connected devices, from smart TVs, to smart washing machines, smart vacuum cleaners or smart purifiers, in the smart home ecosystem from anywhere, for special experiences with your loved ones. Thus transforming the famous ‘Home Sweet Home’ into ‘Home Smart Home’.” declares Simona Costea, Global Business Leader, Cheil | Centrade
“With Samsung's smart devices, you have the whole house at your fingertips and you can unleash your imagination. We hope that we will inspire with our series of delicious integrated technology driven stories, all kinds of events with a happy ending, at home, under the magic wand of the SmartThings application.” completes Mihai Gongu, Executive Creative Director, Cheil | Centrade
Cheil | Centrade Team:
Mihai Gongu - Executive Creative Director
Simona Costea – Global Business Leader
Roxana Niță - Creative Director
Ionuț Iordache – Senior Copywriter
Dragoș Boțcău - Senior Art Director
Corneliu Radu - Senior Copywriter
Ana Constantin - Art Director
Camelia Cucu - Digital Account Manager
Gabriela Ursu – Social Media Specialist
Monica Garbur - AV Producer
Samsung Romania Team:
Simona Panait - Head of Marketing Division, Samsung România & Bulgaria
Ioana Mârzac - Sigarteu – Communications & CC Manager, Samsung Electronics România
Corina Enache – Social Media Manager, Samsung Electronics România
Diana Mihaela Grecu – CE Campaign & Category Supervisor, Samsung Electronics România
Director: George Luca Gugulici
Image Director: Alex Mihai
Producers: Oana Maria Ursachi and Marius Bucur
Casting: Oana Bucur
Scenography: Camelia Țuțulan
Post-production: Chainsaw Europe
Image Editor: Mircea Lăcătuș
Sound Editor: Andrei Vasilache and Hasan Nasser
Post-production coordinator: Diana Gordon and Oana Manea
Samsung Electronics Co., Ltd. inspires people and creates the future through technology and ideas. The company is redefining the world of TVs, smartphones, wearables, tablets, digital home appliances, network and memory systems, and professional screens.
Full service digital agency Cheil | Centrade is one of the largest integrated communications companies in Romania and a regional hub for the Korean Cheil network in Southeast Europe, coordinating Samsung's communication and creation strategy. The Cheil | Centrade portfolio includes PROFI Romania, Hochland România, First Bank, ENGIE Romania, NN Romania, Carrefour Romania, Alpin 57, Mondelez, Raiffeisen Bank, Point Pickup, ANAIS Association, and United Way.
Since 2018, Cheil | Centrade Bucharest has launched the Digital Intelligence and Analytics (DIA) division, a unique data intelligence service center that serves several markets from Europe. Established in 2022, the Digital Media division completes the mix of services that the agency offers to its clients, also benefiting from the advantage of its own digital service and data analysis center. DIA and Digital Media divisions work together to offer clients tailored digital solutions, using the expertise of professionals and the latest analytical tools in the digital area.
In 2021, Cheil | Centrade was the most award-winning agency at Webstock Awards (16 shortlists and 7 medals) and was the most awarded Romanian agency at the Cresta Awards. It won the Grand Prix of the IAB MIXX Awards and the Gold trophy at Internetics. Also, it scooped 5 nominations and 3 trophies at the Effie Awards in the categories of tech, energy, banking and insurance.