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Samsung Launches to Connect Smarter During Eid


Cheil MEA puts AI to good use, and makes it less awkward for long lost friends to reconnect

Samsung Launches to Connect Smarter During Eid

For the special occasion of Eid el Fitr, Samsung is providing one more tool for people to connect smarter, by helping them overcome one important difficulty – the awkwardness.

By launching, Samsung leverages the potential of AI to do something meaningful for the community during the time when people across the region mark the end of Ramadan in gatherings and celebrations with friends and family.

When it comes to reconnecting with loved ones with whom they’ve lost touch, starting a conversation isn’t quite as simple as saying ‘hello’. Typing out a message, only to delete it and rewrite it over again. With questions like ‘what to say’, ‘how to say it’, ‘what will they think’, coming to mind, as we get overly conscious, trying not to sound awkward.

Knowing this, Cheil MEA created Eid for Samsung Middle East – a simple automated tool that uses AI to generate personalised Eid Greetings, so users can skip the fuss of what to write, while having some fun. Through a simple UI, users input the name of the person to reconnect with, their relation, time of separation, common interest and how serious – or not – they should be. A greeting is then generated and ready to send, branded with, and breaking the ice of reconnecting.

To further incentivise people to reconnect, by simply generating more greetings, they unlock more special codes to use here.

Mohamad Al Azawwe, Samsung MENA marketing director says, “Our Ramadan campaign 'Connect Smarter' reflected all the ways our customers can do more across Samsung devices with less by using SmartThings - reducing food waste, coming closer to loved ones, and setting the mood for reflection through intuitive routines. reflects the same spirit during Eid. One where technology and innovation play a central role in doing good (and having fun along the way).”

Launched for Eid, this is the brand’s first attempt in the MEA region at using AI to engage consumers.

Ramzi Ibrahim, executive creative director at Cheil MEA highlights “ is a heartfelt and playful step for Samsung MENA to explore the possibilities of AI, to use it in a way that is relevant to consumers, and we aim to keep on exploring that area for their benefit”.


Agency / Creative
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Categories: Mobile Devices, Consumer Electronics

Cheil UAE, Fri, 21 Apr 2023 16:24:36 GMT