To drive adoption of Samsung Wallet, we tapped into behavioral economics: when people experience the stress of losing something, they’re more receptive to solutions that prevent it from happening again. OOH ads were placed in locations where loss is most likely to occur, reaching travelers at the exact moment when Samsung Wallet’s benefits are top of mind. I led the concept, visual direction and copy development for the campaign.

Credits: Steve Durman, J.D. Sutherland