Homebuddy

: Integrated
Problem

The elderly can prevent and delay dementia by exercising their brain regularly. However, they often sit and stare at a screen all day at home, which can quicken cognitive decline.


Insight

Unlike other companies, Samsung creates both phones and appliances, providing an integrated experience with IoT.


Idea

Samsung’s IoT “Homebuddy” can exercise your parents’ brains in order to use an appliance to prevent dementia.





Promotion


Insight

Taking care of parents is not the highest priority when kids grow up and live their own lives.


Tactics

Samsung will encourage children to gift <Homebuddy> for their parents during Thanksgiving and Christmas season as a symbol of their love, thought and care.


Target

Generation X and Xennials (30-40; children of Baby Boomers)


Target Behavior

Pinterest (36% of all pinners are Generation X and Xennials) Youtube (58% use YouTube)




Pinterest: Search Hijack




On home-related searches, our typographic ads will stand out and utilize the surrounding images to promote Samsung’s Homebuddy.







Print









Copywriter: Grace Cha






Cargo Collective, Inc. Los Angeles, Calif.