Client: Samsung Electronics Nordic
Samsung’s brand challenge is to appeal to and engage Gen Z in the Nordics. Another challenge that Samsung has identified is that only 33% of Gen Z are aware that Samsung is from South Korea, which Samsung Nordics wanted to change. With this in mind, we identified that South Korean popular culture is a strong current trend within Gen Z – where we find an opportunity to catch the attention of the younger generation. So, we decide to create the Nordic Korean-inspired competition Samsung Seoul Searching!