Samsung Life Insurance_The Bridge of Life
Life insurance company's advertisements are closely related to the humanity. This commercial got very famous, but caused a lot of controversy, too. We have famous bridge for the suicide in Seoul, Korea. Many people will think about restraining people who try suicide, with physical force when they think of the way to stop suiciding. But Samsung changed thinking, to stop them with humanity. They set up lamps with cheering phrases on the guardrail. I thought this was brilliant way to promote their brand image, cause people can easily link the bridge(which was 'desired' to be known as the bridge of life) and the company(Samsung 'Life' Insurance).
However, after the installation was finished, that bridge became the attraction of suiciders. Suicide rate in that place went up, and it was caught up in controversy. This reaction was unexpected for Samsung Life Insurance, too. What do you think about this campaign?
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