When two become one

Samsung doubles up its marketing

What?: Can you unite music and voice capabilities inthis conceptual campaign for the SamsungUltra Slim F300?

The online promotion requires you toconnect a set of female twins (Cantopop duo Twins) “through their emerald and purple eyes”. The campaign aims to highlight the dual capabilities of the double-sided handset: one side is a phone, the other an MP3 player. One of the musical Twins (as opposed to the more seriously-attired mobile twin) sings and interacts with a number of tracks, including the original song, ‘Twins Become One’. If you mange to connect the Twins, you will be rewarded with a downloadable desktop phone (powered by the Ribbit network).

The virtual F300 phone (which comes with a US phone number), can make and receive calls, send SMS messages, and import contacts from Plaxo.

So what?: Twins – singing duo Charlene Choi and Gillian Chung – have endorsed around 10 products a year since 2001, including Nokia, Epson, Biore, Coca-Cola, and LG. The two former models promote Samsung’s handset in a confusing and time-consuming online effort. The crux of the campaign agenda appears to be to get the two girls to kiss. With this in mind, the target audience (whether intentional or not) will no doubt be male. They will probably skip all the laborious phone content information in their rush to reach the website’s climax. The song itself is good, but could have been used to better effect. As could the artists themselves.

“A confusing promotion where the reward actually replaces some of the functions of the phone they are trying to promote. Unnecessarily-seedy video too.”
Chris Heath, Strategist, FRUKT

www.twinsbecomeone.com