With its innovative campaigns, Samsung Electronics continues to make waves in the advertising industry. At the 2024 Korea Advertising Awards, the company earned the prestigious Grand Prize in the ‘Social Communication’ category for its inspiring “GO ULTRA Challenge” campaign, which showcased the resilience of cyclist and YouTuber CJ Park.
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The GO ULTRA Challenge: A Story of Resilience
The award-winning campaign tells the remarkable story of CJ Park, a cyclist who overcame the challenges of losing a leg in an accident. Despite this adversity, Park pushed his physical limits and successfully completed a 294km ride in approximately 14 hours. Throughout the journey, the Samsung Galaxy Watch Ultra served as a vital companion, highlighting the watch's advanced features, such as precision tracking and endurance capabilities.
The campaign not only illustrated the capabilities of the Galaxy Watch Ultra but also delivered an emotional message of perseverance and determination.
Praise from the Korean Advertising Association
The Korea Advertising Association commended the campaign for its ability to authentically communicate the features and philosophy of the Galaxy Watch Ultra through heartfelt storytelling. The campaign was also lauded for fostering a deep connection with younger audiences and reinforcing the emotional bond between the Galaxy brand and its users.
Samsung’s Commitment to Inspirational Campaigns
Jang So-yeon, Vice President of Samsung Electronics Korea Marketing Team, expressed gratitude for the recognition, saying:
"We are very happy and honored to receive the Korea Advertising Award for campaigns that communicated the authenticity and values of the Galaxy brand. Moving forward, we will continue to create campaigns that resonate with consumers and strengthen our bond with them."
Other Wins: Voices of Galaxy
In addition to the GO ULTRA Challenge, Samsung's “Voices of Galaxy” campaign for the Galaxy Z Flip 6 and Z Fold 6 earned a Bronze award in the “Online Video” category. This campaign showcased a variety of inspiring stories from celebrities like Park Eun-bin and regular users, emphasizing the versatility and appeal of the Galaxy brand.
A Legacy of Impactful Campaigns
Samsung’s success at the 2024 Korea Advertising Awards underscores its ability to create powerful campaigns that resonate deeply with global audiences. By combining advanced technology with authentic storytelling, Samsung continues to strengthen its position as a leader in innovation and branding.
Explore the Samsung Galaxy Watch Ultra and other award-winning products on Amazon or Samsung's official website.
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