Samsung had the unique challenge of not only launching a product, but a product in an emerging category. The Samsung Q1 is an ultra-mobile PC, a class of tiny tablet-based PCs developed by Microsoft and Intel. The problem was to educate the early-adopter consumer on the product category, and then convert them to a Q1 customer.

This was done using a memorable and lovable mascot named Sam. By using a St. Bernard, the concept of the best device for the right time and situation was reinforced.

The campaign included banners that piqued curiosity while alluding to universal problems. The microsite contain information about the product, including interactive demos that explained its various features and benefits. It also had a lot of content centered around Sam the dog, including a sticky interactive question and answer section (aptly named “Ask Sam”) which contained humorous video and copy of Sam answering practically any question the user may throw at him. This feature is full of fun easter eggs and contains 200+ text responses coupled with 90 different video reactions.

Here are a few to try:
- ask Sam if the Q1 has Bluetooth
- ask Sam what his favorite food is
- ask Sam if he knows how to dance
- ask Sam how he stays organized

Also produced were two one-minute spots that appeared online only. These playful videos showed everyday situations where the Q1 might come in handy, with the protagonist being rescued by Sam carrying the product.

Medium

Online Campaign and Microsite

Client

Samsung

Agency

Organic

Role

Creative direction and art direction

Date

November 2006