Samsung Looks to Reshape Culture for Newlyweds With New Campaign

As part of a new campaign created by Cheil Worldwise, Samsung Electronics is experimenting with new ways of promoting its high-end BESPOKE household appliances lineup to a key customer base – the newlyweds, by launching the “BESPOKE Wedding FUNding” campaign that offers mobile wedding invitations with a funding feature.

In Korea, friends and families giving congratulatory money instead of wedding gifts to newly married couples has been a custom of long standing. However, according to the campaign, a growing number of people are feeling discontent about the old custom while having a dispute over what is a reasonable amount money to give and whether you should give a monetary gift when you have already given a wedding present.

In order to address newlyweds’ distress during wedding preparation and to remove the hurdle of household appliance purchase – the second biggest marriage expense in Korea followed by buying a house, Samsung presents “BESPOKE Wedding FUNding” as part of its cultural renewal marketing.


With this new solution, newlyweds can add their list of wanted Samsung high-end BESPOKE home appliances to the mobile wedding invitation provided by Samsung, and then the couple’s close friends and families who receive the invitation can take part in funding with other invitees to a particular purchase that the couple is planning to make.

“We have launched the BESPOKE Wedding FUNding campaign with Korea’s Millennials and Gen Z in mind who are keen to reflect their own preference and taste in their wedding,” said Sungwook Kim, EVP and Head of D2C at Samsung Electronics.

“We wanted to suggest a new and fun way to congratulate and celebrate, hoping that wedding preparation no longer becomes a stressful process but a pleasant journey when you are with Samsung.”


The mobile wedding invitations with funding features come in a total of 19 designs created in collaboration with popular web comics and emoji artists in Korea, exclusively made for the consumers who participate in the campaign via a dedicated page on Samsung’s official website.

Cheil Worldwide worked on the digital campaign from conceptualization to execution. The campaign will run nationwide for 12 weeks.

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The Staff

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