New year with Samsung

Each brand has a message, and ‘hope’ is an important part of Samsung’s. During the past few years, Netbina’s team has worked together with Samsung Iran on different national occasions to create content emphasizing hope. Hope to keep going, even when things get tough.

This year, Samsung wanted to craft the message slightly differently. Together with a group of Iranian musicians, the campaign team tried to create a message free of words; a message you could feel, one you could hear. The path ahead may be difficult, but as long as there’s hope, there’s a way to make things work.

Together with familiar tunes

For Samsung’s New Year video, we invited 6 Iranian musicians to play a familiar tune. The song of Nowruz, the Iranian new year. A new year in which we all have more to look forward to, and in which we hope to get together more often and enjoy each other’s company more.

“The 6 musicians in the video get together via video call. This is a familiar context as during the past few years, living in the pandemic, we’re used to seeing people on a screen, rather than in person. The good news, however, is that this year, we hope to see each other more and spend time together – no screens involved.

Isolated, the tunes played by each musician on their instrument may not sound familiar, but little by little, it all comes together. The tune rings a bell, It’s one that we know very well and hold very dear. The heartening song of Nowruz.”

Spread the good vibes

Samsung’s Nowruz video message was crafted to create a way for us all to spread the new year’s good vibes. It was published using the Collab feature on Instagram, on Samsung Iran, and Samsung Iran Mobile’s Instagram pages to engage a bigger audience.

The video went on to generate over 3 million impressions and proved to be a message people happily used to send new year wishes to their family, friends, and loved ones.

Hope has always been a key concept for Samsung Iran, and Netbina has created content around this concept on numerous occasions such as Yalda night and Nowruz. This year, too, the Netbina team worked with Samsung to create a message aligned with the brand’s vision and values, and tried to captivate its audience with a combination of creativity and deep human insight.