What are you expecting to achieve for Samsung with this campaign?
Marcio: We strive to enhance brand loyalty by creating an emotional connection with young consumers, generating participation and brand experiences that are relevant for our target, and create a differentiation for the brand.
Dan: Moreover, I think “Launching People” is an effort to let people know that Samsung isn't looking for an on-the-mountaintop, “big brand” relationship with people. They don’t want to drive, but rather be along for the ride.