Cheil Worldwide’s Creative Technology Lab Seoul creates the metal race campaign to show off the durability of Samsung’s Notebook9 Metal laptop

In a bid to emphasize the importance of durability on top of lightness which has been the key trend of the laptop market in recent years Samsung Electronics planned the “Metal Race” campaign for the Samsung Notebook9 Metal.

Cheil Worldwide’s Creative Technology Lab Seoul built a RC Car attached with laptop and embedded with sensors and modules that track the amount of impulse and connected it to a remote controller in the form of IoT. Situations where laptops routinely bump into obstacles were embodied as a track with seven different traps. Cheil conducted several rounds of pre-testing to articulately refine durability test procedures and a real-time impulse calculating system.

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In addition a promotion event was executed at shopping malls in which people could take part as a driver. Consumers were able to operate the RC Car attached with laptop from the first person’s perspective view with an action camera and handle seat. By actually bumping into traps, they were able to experience the durability of Samsung Notebook9 Metal. The Notebook9 Metal Race video posted on Facebook made a great appeal by reaching more than 4,200,000 views within a short span of three weeks. The offline promotion event was exposed to approximately 500,000 people for two days. The Metal Race campaign further expanded thanks to consumers’ postings on social media and PR articles.

Credits –

Clients: Seung-Hoon Hwang, Kyungil Minn, Jihyun Park