The Samsung Galaxy Tab is said to be one of the few tablets that is compatible to Apple’s iPad. As a home-grown giant brand in Korea, Samsung is putting Cheil Worldwide Seoul in charge of its new interactive online campaign.
‘Taxi Tab’ attracts the participation of local famous talk show duo of the radio show CultTwoShow to drive the campaign. The comical hosts Chung Chan-woo and Kim Tae-kun are put on a mission to pick up passengers on a Tab Taxi and demonstrate the Galaxy.
The microsite Tabtaxi.com will be releasing 18 reality-TV like episodes of the passengers testing different features on the Galaxy with the comedians. Besides involving the public, the campaign also involves other local celebrities, professional athletes and pop bands.
According to Thomas Hong-tack Kim, Cheil's global interaction CD and ECD, “Taxi is an excellent form of media. Most people do nothing during a taxi ride, which is the perfect time to introduce and explain a production.”
The Tab Taxi will continue to pick up people on the street over the coming two weeks. A Galaxy instructor will be on board to explain and demonstrate the tablet's features. Fans can book a ride on TabTaxi’s Twitter account.
Credits:
Project Tab Taxi - Samsung Galaxy Tab
Client Samsung Electronics
Creative agency Cheil Worldwide Seoul
Executive creative director Hong-tack Thomas Kim
Art directors Sung-yeon Sohn, KJ Lee
Copywriter Joongsik Choi
Agency producer Yi-seok Kim
Production companies Breakfast, DOES (microsite)
Exposure Online, on-ground
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