Casamia Samsungcard Marketing Communications

Banking & Finance

Client

CASAMIA

Project

Shinsegae Casamia Samsung Card- marketing communication project

Project Scope

marketing concept/ copywriting/ brand slogan/ design strategy/ SNS communication design / visual communication system

Challenges & Solution

Casamia, acquired by Shinsegae Department Store, is South Korea's TOP furniture living brand. It sought to raise Casamia's existing customers' brand royalty by implementing the trends of multi-functional housing experience (home office, share house, home cafe, etc.), instagrammable interior (the trend to show the house to live in), and stay-at-home due to COVID 19. And by collaborating with Samsung Card, Casamia made it available for customers to buy furniture more easily and conveniently through interest-free installment payments, while also enjoying the Shinsegae Department Store benefits and long-term furniture rental services.


In response, Casamia commissioned the marketing communication to the bread and butter, which developed the card name and the witty communication message based on it to represent Shinsegae Casamia Samsung Card. the bread and butter also created a design template to communicate with the audience visually.

Among different drafts, the final selection was a name that highlighted the 'Ca' in Casamia brand name and 'Ca' in word card: 'Ca-rd' or '까_드' in Korean. To show its differentiation from other cards, the bread and butter used rhyme to create a series of short but impactful & witty messages based on the card's benefits for the customers to recognize the benefits in store or social media easily.

The visual communication mainly used Casamia's brand color yellow and focused on effectively delivering messages contained in visual rather than visual image itself. Shinsegae Casamia Samsung Card was successfully launched on September 15, 2020, at Casamia stores and media outlets nationwide.

Casamia Samsung Card - communication message series

Casamia Samsung Card - communication message series

Casamia Samsung Card - communication message series

Casamia Samsung Card - communication message in store banners

Casamia Samsung Card - communication message in store banners

Casamia Samsung Card - communication message in SNS

Casamia Samsung Card - communication message in store display

Casamia Samsung Card - communication message in outdoor posters

Casamia Samsung Card - communication message in instagram

Casamia Samsung Card - communication message in instagram

Casamia Samsung Card - communication message in website + instagram