Is our handwriting disappearing?

As the digital world expands, we are writing less and less by hand. How is this affecting us as individuals?

Challenge

Samsung needed to promote their latest phablet, the Galaxy Note 4. We wanted potential customers to realise that Samsung is the leading manufacturer of phablets and that the Note 4 is by far the best product in the segment. The focus would be on the S Pen, which is unique to the Galaxy Note 4. However, pens and styluses for tablets and smartphones are nothing new and we needed to find a new and interesting way of communicating the benefits of the S Pen.

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Photo: Flora Wistam

Insight

We knew that tech fans would be interested in Samsung’s new flagship product. What we needed to do was find a whole new context in which to talk about the Galaxy Note 4 and its benefits and attract a target group other than the very keenest techies.

“There are clear links between motor development, learning, creativity and the written word.”

We looked into what it meant to work with a pen as a tool and quickly realised that there are clear links between motor development, learning, creativity and the handwritten word. As the digital world expands, we are writing less and less by hand. How is this affecting us as individuals?

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Solution

To create a context where Samsung could talk about the Galaxy Note 4 and the benefits of the S Pen, we made them the messenger asking the question “Is our handwriting disappearing?”.

We sought help from Nordic experts on the topic, who were able to talk about how important handwriting is to society. We conducted a survey that showed how the Nordic population is writing less and less by hand. We also applied a brand activation exercise in the form of an ambassadors’ programme, where we invited 4 Nordic bloggers to write their blogs by hand for a week using a Galaxy Note 4. The blogs were published in a specially developed typeface based on the blogger’s own handwriting style. Bloggers then encouraged their readers to write something by hand and post it on Instagram with the hashtag #samsunghandwriting.

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Resultat

In our digital age, you might not expect a technology company to encourage people to write more by hand. Nordic media found the question “Is our handwriting disappearing?” interesting and took up the message that we are writing less and less by hand, with Samsung as the sender. This resulted in over 70 articles with a reach of over 16 million. The message proved so strong that Swedish tabloid Aftonbladet chose to publish its article on the subject in hand-written form.

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Aftonbladet’s article