Samsung Gear S2

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Samsung Gear S2 Launch 2016

Problem

In an ever growing market of Smart Devices, the Samsung Gear S2 was launched in Q2 2016.

We were tasked with launching the Gears S2 in an already saturated Smart Device market, and with very little technological difference between the the Gear S2 and competitor devices, and a higher price tag, the Gear S2 was not selling as well as anticipated.

Solution

Given that the Gear S2 has the same functionalities of other Smart Devices, we focused on the aesthetics. The Gear S2 comes with multiple customisable features, including the watch face and band. The Gear S2 is a much more elegant design compared to competitor devices and fits in just as well with a smartly dressed individual as a sportsman. We positioned the Gear S2 as a multi functional, elegant device that suits your every situation, from the boardroom to the outdoors.

Male positioning - For the style. For the sport.

Female positioning - Set the trend. Set the pace.

Overall positioning - Looks good. Works harder.

The art direction brought elegance and roughness together by combining the two themes in one image.

Art Direction - Male