The challenge
Samsung make very good cameras for the full competency range; anything from the' happy snapper' entry level to the semi professional photographer. They have won multiple awards for their cameras but they do not as yet, have the brand history, credibility or large sales in this arena. Samsung want to be seen as a credible player in the field and show off their camera capability and image quality. By doing this, they want to inspire people to either switch brand or upgrade their current Samsung camera.
The solution
The Speak Pictures hub provides an inspirational destination for anyone with an interest in photography and helps establish Samsung as an authentic voice in a competitive market. The hub provides multiple opportunities for Samsung to engage with their customers at a variety of interest points. It is a destination for campaign activity either directly and/or indirectly through social media. The curated content and tutorials are aimed at amateurs and aspiring professionals.
Result
This is the first destination hub Samsung cameras have produced that sits outside of the hard sell of it's product site. The awareness campaign for the site has yet to be rolled out and the site is on a beta state but is slowly getting traction within the photographic community.