#DadIOU Is Samsung's Pledge To The Best Dads In The World • Creative Campaigns • WeRSM

It was Father’s day yesterday and, as always, brands jumped at the opportunity to market to dads. Well, not all of them. Samsung UK thought it would be more interesting to target those to whom Father’s day can be a great opportunity to celebrate someone they love: yes, Samsung UK decided to help children celebrate their hero dads. On Twitter of course.

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With the #DadIOU (Dad I Owe yoU) campaign, Samsung UK helped people to show their appreciation to their dads on this Father’s day. The campaign, created by Cheil UK, was about asking Samsung’s followers across its social media channels to tweet their pledge to their dads.

Does your Dad really need more aftershave? This #FathersDay…surprise him with a #DadIOU! http://t.co/gU6Q6Nm9vw pic.twitter.com/CwdH7RcRA7

— Samsung UK (@SamsungUK) June 18, 2015

Samsung then selected tweets on a first come, first served basis and forwarded them to a dedicated team of illustrators who crafted and designed bespoke illustrated IOU coupons. The personalised IOU coupons were tweeted back to the users as an image that could be printed out and shared with their dads on Father’s day.

Here is a selection of our favourite ones:

@SandyStrachan The perfect gift is here: Your #DadIOU! Have fun surprising your Dad on #FathersDay! pic.twitter.com/HH7yp439jT

— Samsung UK (@SamsungUK) June 19, 2015

@MkParton Tadaaa! 1 x #DadIOU…for 1 lucky Dad on #FathersDay. Stay tuned…we’ll soon be announcing the prize winners! pic.twitter.com/0b3o8T7ufX

— Samsung UK (@SamsungUK) June 19, 2015

@AtheneAllen The perfect gift is here: Your #DadIOU! Have fun surprising your Dad on #FathersDay! pic.twitter.com/HiHqosBOOR

— Samsung UK (@SamsungUK) June 19, 2015

To spice up things a little, Samsung also picked one lucky fan who got its IOU pledge supersized, with Samsung proving that it’s possible to go the extra mile to give one lucky Father an unforgettable day. This could involve turning an IOU of mowing the lawn to delivering a team of gardeners to spruce up the place, or supersizing a car wash into a full valet service.

See how .@SamsungUk and @CheilUk celebrated dads on #Twitter with the #DadIOU pledge campaign.

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A cool idea to celebrate the most uncelebrated heroes?

Matt Pye, chief operating officer at Cheil UK, explained:

Worldwide, Mother’s Day is more widely celebrated than Father’s Day, and in many countries the average spend on Father’s Day gifts is actually far lower. #DadIOU is a campaign for everyone that wishes to show their dad how much they appreciate them this Father’s Day.

Oh if you “forgot” to celebrate your dad yesterday, here is your chance to make up for it: