Case Study
Samsung
CES Keynote
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Case Study
Samsung
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Samsung
Samsung –
CES Keynote
Samsung is divided into 4 business pillars: Home Appliances, Home Electronics, Mobile, and Components.
Taking the stage this year was Samsung Components – the most difficult to understand and explain. How do you create an experience that is larger than life about components that could fit on the tip of your finger? My thought was to take the audience on a journey deep into that world until the components were larger than life.
The central theme, “Mobilizing Possibility,” was interwoven through all elements of the 60-minute address. Guests’ content, product demos, live performances and video content all highlighted different ways in which the boundaries of what’s possible are being redrawn.
An important measure of success for Samsung was the keynote making the news. I was working with Hilary Clinton at the time on an unrelated Citizen Schools project. She had spoken of how her husband saw technology as a key to unlocking poverty. It dawned on me that Dr Woo welcoming President Clinton onto stage as his final guest would make the news. The rest, as they say, is history.
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