When it comes to telling an effective brand story, all brands face repetition one way or another. And while consistency is an essential part of brand storytelling, it doesn’t necessarily entail repeating the story in the same way. A slightly different POV can go a long way.
For Samsung Iran’s “Wheels of Life” campaign or “چرخ زندگی” in Persian, the Netbina creative team employed a different perspective in presenting Samsung’s central home appliances. The audience would see these familiar household items, Samsung’s HotBlast, QLED TV, WindFree, and AddWash from a different angle – both figuratively and literally.
Same story, fresh POV
Samsung’s audience was already familiar with its main home appliances and their unique features. So, these products needed a fresh take to be seen anew.
The creative team came up with the idea for a fresh way to communicate product features. The campaign, called “Wheels of Life” with a Persian slogan that roughly translated to “Turn the wheels of life in your favor”, aimed to show the audience a way to make life easier and more enjoyable.
Using a memorable slogan and visual acrobatics, the campaign adopted a playful approach to communicate how these products can make life go a touch smoother.
Each of the four campaign videos showed one of these products with the camera in a circular motion. The unique production technique piqued the audience’s interest and kept them engaged.
The campaign started on December 7th and went on for four weeks with four videos presenting the product features using a distinct and memorable circular motion style.
Weaving appliances into a unique story
“In ‘Wheels of Life’, we tried to communicate product features through a story around the core concept of what the products can do for you”, says Hengameh from the Activation team, “The idea was that these appliances can make life go just a touch smoother. And we get to see the products from a whole different perspective.”
The campaign’s videos aimed to create a lasting impression in line with the campaign’s core concept. It was all about creating a memorable story for Samsung’s home appliances.
“Wheels of Life” inspired the audience to picture a better life for themselves and to make the wheels turn in whole new, exciting directions.