Break Down Barriers
March 12, 2015
Idea
What if the world had no barriers? What if everyone spoke a universal language? Those are the questions Samsung Turkey answered with its latest marketing stunt. In perhaps the sweetest execution of surprise and delight, the brand enlisted the help of an entire neighborhood, and some well-placed cameras, to capture a day in the life of Muharrem, a deaf resident. The only catch: everyone Muharrem encounters surprisingly knows sign language
What We Like
The video, titled “The Most Emotional Surprise of the Year,” pulls at your heart strings while marketing Samsung Duyan Eller, the brand’s Video Call Center for Hearing Impaired People. This execution took one month of preparation, covering everything from the mapping of Muharrem’s daily route to sign language trainings
Learnings
Marketing produces messages for the masses, but producing one message for one person could have a greater impact
