My role: Visual Design and Art Direction
Agency: R/GA
Why a Smart Switch digital toolkit?
We have an opportunity to help more people use Smart Switch and get the most out of their new Samsung phone. The goal of the toolkit was to provide details and background information on the Smart Switch proposition, including available creative assets and guidance on how to implement them.
The Challenge
Smart Switch suffered from limited awareness and inconsistent positioning.
Our Goal
- Develop an overarching message which speaks to all OS users.
- Create a consistent creative toolkit to unify communications across global markets.
Strategic Requirements
- Emotional and informative.
- Clearly focus on Smart Switch and what it does.
- Feel warm and welcoming to non-tech savvy audience.
- Targeted and scalable.
- Target audiences that are considering to switch.
- Make smart use of digital and social 1:1.
Overarching Message
Feels like your phone, but better.
What makes your phone, feel like your phone, is what’s on it. And the thought of losing it all when you switch to a new phone, can be quite daunting. We wanted to reassure people, that with Smart Switch this is no longer a worry. Remind them of how amazing their memories are and encourage them to take them with them, when they make the switch to their new Samsung phone. Because it’s all of these personal memories, moments and reminders that will make it feel like your phone, but better.