Banking on the Heart of Hawaii
How can a bank break perceptions and create a sense of belonging?
Samsung
When Your Home Starts Speaking Fluent You
What happens when automation starts speaking the language of emotion?
Background
Someday, we’ll have robot butlers. But for now, every AI voice that butchers your name is proof that automation’s shine has worn off. Smart homes promised convenience. But turning on lights with your voice? Not exactly revolutionary. Because people don’t want “easy.” They want “worth it.”
Samsung had the world’s largest portfolio of smart home products—but saw an opportunity. The category wasn’t broken; it was waiting to be revamped.
Consumers weren't wowed. The effort outweighed the payoff. Home automation had been sold on logic when the heart was what really made a house a home. So, we flipped the switch—from utility to emotion.
Journey
Instead of pushing convenience, we pushed connection.
Enter: Your Home Speaks You—a campaign that treats your home like a love language, instead of a checklist.
We built a mobile-first, shoppable microsite that invited people to play, explore, and experience what it’s like to have a home that truly gets you. The experience brought this to life by showing how a home can anticipate your needs, like warming to a comfortable temperature before you walk in the door.
Six hero personas—crafted with AI and steeped in actual human passions—anchored the experience. We matched each one to a playful smart-home setup, complete with rooms, animations, and product combos designed to delight (and inspire someone to automate more than just their lightbulbs).
Big production budget? Didn’t need one. Our gen-AI artists turned data and insights into hyper-personalized digital spaces. With a few swipes, visitors could find and buy the smart setup that felt most like them.
And the idea scaled: “Your Home Speaks You” showed up across social, out of home, and even inside Ashley Home stores.
Outcomes
A more emotionally intelligent smart home wins.
- +71%sales lift
on the microsite vs. Samsung’s site average
- 776%higher order rate
from mobile visitors (yes, really)
- 3major tech outlets
The Verge, Yahoo! Tech, and TechRadar—spotlighted the launch, fueling buzz.
- 1powerful shift
People finally felt something about automation.
See more of our work.
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