Showing posts with label Telecoms and electronics. Show all posts
Showing posts with label Telecoms and electronics. Show all posts

Samsung| Celebrity Selfie

Who could forget the star-studded selfie from the 2014 Oscars that received 1 million retweets in 45 minutes? While this isn't technically a campaign, it was a great accidental social marketing by Samsung




Vodafone| Sunday Grannies



    BRAND:
    Vodafone
    CATEGORY:
    Telecoms/Mobile
    REGION:
    Romania
    DATE:
    October 2014 - January 2015
    AGENCIES:
    McCann Erickson
    UM
    MEDIA CHANNEL:
    Mobile,Online,Out-of-Home,Radio,TV






    Insight 

    Vodafone is one of the largest mobile phone network providers in Romania, and also one of the oldest. In fact, when it launched into the market in 1997, it was the first 2G provider in the country. 
    But in 2015, Vodafone’s market share was under threat. 
    German operator Deutsche Telekom had recently entered Romania for the first time, integrating two local mobile networks to form the most powerful group in the category. To ensure immediate success, Deutsche Telekom had launched a massive above-the-line advertising campaign announcing its competitive contract offers. 
    This spelled trouble for Vodafone, which was getting ready to launch its new superfast 4G mobile smartphone contracts.  
    Without the budget of Deutsche Telekom, regular price-driven campaigns wouldn’t have been effective. Instead, UM needed a more personable message that would trade on Vodafone’s established place as one of Romania’s longest-serving mobile providers. 
    The agency's objectives were to:  
    • Re-establish Vodafone’s credentials as a customer-friendly mobile provider that empowers Romanians to stay connected with friends and loved ones • Drive sales of new Vodafone 4G phone contracts and increase usage of data. 

    Strategy 

    Statistics show that more than four million Romanians over 75 live alone. For these lonely senior citizens who live isolated in the small apartments of urban Romania, life often feels challenging. 
    However, as the insights revealed, despite living alone, most of these old people – especially grandmothers – still try to make the most of things, by cooking large family meals on a Sunday. They don’t regularly have visitors, but it’s a tradition they just can’t bring themselves to stop – just in case their loved ones come over to visit. 
    This contrasts sharply with the habits of university students. For them, a home-cooked meal is a rare delicacy. Unhealthy fast-food and ready-made meals make up most of their diet. This gave UM an idea. 
    It would show how technology (and Vodafone’s new superfast 4G service) could fight loneliness and help people ‘Make the most of now’. If Granny’s family couldn’t join her for dinner, it would connect her with someone who could (and would really appreciate a little home-cooking): local students. 
    In line with Vodafone’s desire to celebrate ‘Romanian empowerment’ (it only uses real people in its advertising, not actors), the agency would select two real grannies and make them the face of the campaign – and Romania’s first senior citizen internet stars.  
    Using the power of Vodafone 4G internet, it would help the grannies put out a call on Vodafone’s social media channels, offering free dinner spots to the first students who responded to her message, and amplify the grannies’ social message with above the line advertising on TV, radio and outdoor.  
    In line with Vodafone’s empowerment message, it would show how Vodafone’s new superfast 4G mobile internet services could connect people and help change lives for the better. 

    Execution 

    Introducing: Sunday Grannies. 
    The agency identified Tanti Ani and Marcela, two ladies from Bucharest to be the face of this campaign. 
    It showed them the basics of social networks, helped them create profile pages on Facebook, and asked them to post pictures of their latest menus. UM then invited students on Facebook to visit the grannies for a free Sunday lunch.  
    As the unusual invitations began generating social buzz, UM activated the next phase of the campaign: full-spectrum ATL (above the line) activity.  
    It made a documentary showing how the lives of the two grannies had started to change and put it on TV. Soon their lonely apartment became the hottest lunch place in town. Romanian celebrities, like tennis player Simona Halep booked a seat for lunch. And even a judge from top-rated food TV show Masterchef was invited to see how the grannies’ food compared to the professionals’. 
    Asthe grannies’ recipes became more famous, Vodafone took their fame to the next level by launching they own cooking show through a series of segments integrated into Romania’s most successful morning show.  Partnering with Mega Image, the biggest food retailer in Bucharest, it even turned one of the grannies’ most popular recipes – their signature Lemon Pie – into a product consumers could buy in their local supermarket.  
    As the message spread among Romanians of all ages, UM launched a Facebook app to help other grannies across Romania organize pop-up Sunday lunches and invite people over.  

    Results 

    Sunday Grannies connected the nation and turned empty houses into happy homes again. The campaign achieved over 380M media impressions, for a 99% reach. 
    The story was reported on all major Romania media outlets. Over 430,000 fans joined their Facebook page – making it the second most-popular Facebook page in Romania (after Coca-Cola).  
    The thrilling social outcome was a triple rate of Facebook adoption for seniors, from the launch of the campaign, extending to Q1 of 2015. This drove an impressive 20% increase in the total number of Facebook accounts owned by people over 65 years in Romania. 
    Moreover, Vodafone brand KPIs showed significant improvements in Simplicity (+9%) and Customer Service (+7%), attributes which were directly connected to the grannies’ demonstrations. 
    And the best bit? Sales of Vodafone’s 4G smartphone sales shot up by 79% in 2014 Q4, compared to 2013 Q4.  
    The Facebook community is still growing without paid media support, and the grannies are still cooking.

    Intel | Your World

    Insight

    For Intel, its 18 to 34-year old target audience comprises of major technology consumers. However Intel is an enabling ingredient - it’s the unseen bit inside - and so doesn’t significantly influence their purchase decisions. OMD needed to show the potential Intel had to enrich their lifestyle and passions.
    The agency knew that Intel’s audience (like most consumers) love sport and music. Not hugely ground-breaking insights, true, but what it also discovered through further digging was the audiences’ passion for testing the limits and exploring what is possible with their technical devices. 
    This empowering consumer insight  gave OMD permission, in tandem with its new communication strategy of “Look Inside” to shift the focus from “showing what Intel make” to “showing what Intel makes possible” – bringing a new richness around the activities the audiences love – music, sport, fashion and the outdoors.
    The second media insight was that The Feed is dying a slow death. With Facebook and Twitter at an average engagement rate of 1%, down from 16% last year, anyone who publishes or reads content on Facebook and Twitter has a cluttered and less engaging experience. What does this mean for brands like Intel who have invested heavily, for many years, in this form of publishing and in content creation yet feels let down by The Feed?

    Strategy

    Working in collaboration with OMD’s sport and entertainment marketing division and partner creative agencies, social analysis identified pioneering influential individuals within the music, sport, fashion and outdoor areas, and negotiated ground-breaking collaborations. The agency invited these Influencers to explore exciting collaborations with Intel’s engineers, providing them with the support and technology to create products that push the creative boundaries.
    The first collaboration launched in early 2013 with fashion designer Christian Joy who created her ‘super guitar-licks rock star jacket’ – a wearable tech light-show that responds to the guitarist’s pedal. The programme has since developed to include influencers such as singer-songwriter Imogen Heap who worked with Intel to invent a running app in which the music keeps pace with the runner’s speed, drawing in ambient sound from the runner’s environment; and Olympic & World triathlon champions, the Brownlee brothers who with the help of Ultrabook and Intel engineers, ‘gamified’ their repetitive training routine, enabling them to race against a virtual, hybrid Super Brownlee.
    Each influencer has added something unique making the programme bigger and better, culminating with our biggest influencer to date – Ben Saunders who attempted to cover the longest unsupported polar expedition in history – which launched in October 2013 across 13 EMEA markets. Ben worked with Intel engineers to ensure his Ultrabook functioned at minus 50 degrees centigrade to help him communicate with the outside world from the middle of nowhere.
    The campaign was extended to Intel.com, with a dedicated hub documenting the progress of each Influencer through video, images and other content. For the media insight, OMD recognised the gap in engagement and sought to find better content partners that could distribute this extraordinary content via a new network of native content partners to reach, engage, and drive consumers to sale.

    Execution

    The paid media strategy was simple but dogged: The right content. The right place. The right audience. If it could do this with low levels of paid media, earned media would grow exponentially, so OMD focused on three objectives  – engaging advocates; converting interest and creating buzz.
    As a result, the planning execution was bespoke to each collaboration – each plan tailored to build on the passion points and the existing equity each Influencer already had, carefully crafting media to allow the paid media to drive further organic growth by embedding it within the social environments both they and the target audience inhabit.
    For all campaigns Intel used Facebook, but targeted the passion verticals as well as existing fans. For Christian Joy it targeted Fashion and Technology verticals; for Imogen Heap it targeted Music and Technology verticals; for Brownlee Brothers it targeted Sports and Technology and for Ben Saunders targeted Outdoor activities and Technology.
    Intel also used additional channels and media owners specific to their vertical. For Christian Joy it worked with eBuzzing to excite and engage fashion bloggers; for Imogen Heap it worked with Spotify to target listeners through banner advertising; for Brownlee Brothers it used Promoted Tweets and utilised OMD’s RTB tool, targeting sports fans to build a cost efficient long tail hosting content; and for Ben Saunders it partnered with Discovery Channel to share campaign content to an engaged tech influencer audience. Finally the agency worked with Buzzfeed to create bespoke posts and editorial series “#Mindblowing facts” – a media first.

    Results

    The success in using low levels of paid media to catalyse earned media has seen strong results across the 13 markets, delivering a truly geo-wide campaign delivering against all campaign objectives.
    • In one month Buzzfeed delivered 87k engagements (page views), 18k social engagements achieving a 1.3X Social Lift – for every 10 people who saw the content from paid media, an additional three people saw the content as a result of sharing. That's equivalent to 30% earned media
    • Facebook delivered over 400m impressions - 21% of which were earned impressions
    • 55% of the 1m YouTube videos were earned views
    • The Intel.com Shop page, where laptops are bought from, recorded an increase in purchase engagement rate from 25% to 40% and 74,000 visits were driven to Intel.com from Facebook
    • Over 1.7M actions have been generated (shares,likes, retweets and comments)
    • Over 120,000 new Facebook fans and Twitter followers were acquired organically, creating a 1:3 ratio of earned media to paid media overall.
    The past year has been a chance for Intel’s social fans to inspire and be inspired by what is ‘inside’ Intel’s products, and to add to Intel’s ever-growing image as a company that innovates and makes new things possible.
    BRAND:
    Intel
    CATEGORY:
    Computer/Software
    REGION:
    Czech Republic[
    France
    Germany
    Hungary
    Italy
    The Netherlands
    Poland
    Romania
    Russia
    Spain
    Sweden
    United Arab Emirates
    United Kingdom
    DATE:
    June 2013 - March 2014
    AGENCY:
    OMD
    MEDIA CHANNEL:
    Digital,Integrated,Online

    Cxense | Cxense boosts hyperlocal targeting capabilities

    Insight

    Widespread use of centralised web traffic hubs in the Nordic region has traditionally limited the value of advertising geotargeting technologies in the area. Leading ad serving technology provider, Cxense, is now breaking the mould, using an IP geotargeting solution from Digital Element to improve granularity by over 110% and eliminate holes in coverage – resulting in significantly higher revenues for its customers’ ad campaigns.
    Online geotargeting in the Nordic region is notoriously difficult due to the common practice of Internet Service Providers (ISPs) routing large numbers of IP addresses through centralised hubs, a practice known as ‘backhauling’. Unsophisticated geolocation methodologies can be misled by this practice, resulting in a disproportionate number of IP address locations being incorrectly geolocated to a centralised hub, rather than the location where the device actually connects to the publicly-routable internet.
    For Cxense, ad serving technology provider, the issue of tracing an IP address back from the centralised hub to the ISP end-point was not completely resolved with their previous IP geolocation provider. Cxense, which handles more than 45 billion ad impressions per month, recognised that, with improved data granularity and city-level accuracy, it could serve more relevant ads and generate higher Click-Through Rates (CTRs) and revenue for its advertising clients.

    Strategy

    After an extensive evaluation process of several IP geolocation solutions, Cxense chose Digital Element’s NetAcuity Edge technology for its hyperlocal targeting capabilities.

    Execution

    By integrating the NetAcuity Edge technology into its ad serving platform, Cxense is able to address the challenges associated with online ad geotargeting in the Nordics. While less sophisticated IP targeting techniques rely on routing infrastructure analysis and are degraded by backhauled traffic, NetAcuity Edge combines traditional infrastructure analysis with anonymous insight gleaned from a network of global commercial partners to provide a more granular and accurate response at a hyperlocal level (city and postcode), while still maintaining user anonymity and complying with the highest standards of end-user privacy. Now publishers, using EmediateAd from the Cxense Advertising suite, can assure its advertisers that it is utilising the most accurate and granular hyperlocal dataset available and that their ads are reaching users in the right geographic locations throughout the entire Nordic region and beyond.

    Results

    By deploying Digital Element’s IP geolocation technology, Cxense’s local advertising capabilities have become significantly more precise, and the company now delivers the Nordic region’s most granular and accurate geotargeted ads. With a rate of 100% country-level accuracy, 98% region-level accuracy and 97% city-level accuracy, Cxense’s geotargeting solution delivers fewer blank spots, more impressions, higher CTRs and, ultimately, increased revenues for its customers’ ad campaigns.
    To measure the success of the deployment, Cxense compared before and after geotargeting data* across four different countries – Denmark, Sweden, Norway and Finland – with staggering results: 
    Denmark:
    - Average increase in cities identified: 114%
    - Average decrease in ad impressions served to visitors in unknown locations: 99.6%
    - Average decrease in inventory delivered to unknown locations: 99.3%
    Sweden:
    - Average increase in cities identified: 146%
    - Average decrease in ad impressions served to visitors in unknown locations: 99.1%
    - Average decrease in inventory delivered to unknown locations: 99.9%
    Norway:
    - Average increase in cities identified: 131%
    - Average decrease in ad impressions served to visitors in unknown locations: 98.1%
    - Average decrease in inventory delivered to unknown locations: 97%
    Finland:
    - Average increase in cities identified: 157%
    - Average decrease in ad impressions served to visitors in unknown locations: 97.8%
    - Average decrease in inventory delivered to unknown locations: 97.6%
    Percentage change in geotargeting data accuracy by country

    By deploying Digital Element’s NetAcuity Edge geotargeting technology within its leading-edge advertising platform, Cxense is charting new ground for the future of successful advertising campaigns across the Nordics.   
    BRAND:
    Cxense
    CATEGORY:
    Internet
    REGION:
    Norway
    DATE:
    1
    MEDIA CHANNEL:
    Online

    Samsung | Oscars Selfie

    Insight

    In 2014, Samsung partnered with the Oscars to introduce the world to One Samsung: a connected suite of premium products united by incredible innovation and unmatched design. The challenge was to demonstrate Samsung as an innovation leader in screens from the 1.56-inch screen on a Gear to the 110-inch Curved UHD TV screen and everything in between.
    72andSunny’s task was to put Samsung front and centre of the cultural conversation during the biggest celebration of on-screen action. When something incredible happens in our lives we use our screens to share it with others.

    Strategy

    The idea was that incredible things happen on Samsung screens. The agency’s strategy was to show that from big to small, Samsung has the most premium screens on the market. It showed this by surrounding the Oscars event with media opportunities demonstrating the brilliance of Samsung screens.

    Execution

    Incredible things happened…
    On TV: Five minutes of airtime showcased Samsung’s product line.
    On the red carpet: “The Oscars Backstage” sponsorship provided exclusive access to the green room, which featured a wall made out of 86 Samsung products. A Samsung Selfie station let celebs take and post pictures via a Samsung tablet. @TheAcademy posted 10 promoted celebrity selfies taken from the green room.
    In digital: Display and video ads on Oscars.com and in a companion mobile app.
    During the show: The first-ever Oscars product integration within the ceremony. Oscars host Ellen out the Note 3 front and centre by integrating the device into the show as part of the negotiation. Ellen took a selfie with some of Hollywood’s biggest celebrities and the world contributed to its success on the second screen.


    Results

    The Galaxy Note 3 was front and centre during the ceremony, including the record-breaking “selfie” Ellen snapped in front of 656 million global viewers. The selfie generated 2.3 million+ tweets, crashing Twitter within just 34 minutes, and more than 65 celebrities re-tweeted the selfie.
    - 34 million Facebook impressions
    - 2.1 billion meme impressions
    - 428 million combined online, print and broadcast impressions within the first 10 days
    - 18% lift in ‘likelihood to recommend Samsung’ from the week prior to post Oscars
    - 16%+ rise in brand sentiment on Twitter during Oscars week climbing to 42% weeks later (23/03). 

    BRAND:
    Samsung
    CATEGORIES:
    Electronic Goods
    Telecoms/Mobile
    REGION:
    United States
    DATE:
    February - April 2014
    AGENCY:
    72andSunny
    MEDIA CHANNEL:
    Digital,Events,Online,Sponsorship,TV

    MegaFon | Megafaces - Sochi Olympic Pavilion


    Insight

    MegaFon, the general partner of the 2014 Winter Olympics in Sochi, with its Olympic activation needed to reinforce its customers’ loyalty and mobile internet usage as well as to stimulate mobile internet trial by other network customers in the time of Mobile Number Portability (MNP).
    In early 2013 the Olympics seemed “very official and unapproachable” for most Russians. MegaFon found a phenomenal business opportunity to encourage everyone to leave their personal mark in the Games history and put its high-speed mobile internet at the core, inviting fans to write a new digital chapter of the Olympics.

    Strategy

    Megafaces – MegaFon’s Olympic Pavilion – became a pinnacle of the five month Olympic campaign ‘Create Your Own Olympic History’ and gave everyone the opportunity for an epic “I was there” Olympic moment – for THE best selfie ever!

    Execution

    The 2,000 square metre Pavilion featured the world’s first large scale LEC kinetic façade, becoming a digital Mount Rushmore. Customers from across Russia and visitors to the Olympic Park had their faces photographed and transferred to the Pavilion façade. It was designed to function like a huge pin screen that could extend out to a depth of up to two metres. The façade of the Pavilion was made up of over 11,000 actuators and was capable of rendering 3D images eight metres tall by six metres wide. It morphed every 50 seconds, with three faces featured at any one time, enlarged by 3,500%.



    A 3D processing engine ran automatically to algorithmically position, scale and re-light the raw scan data from a virtual photo booth. The effect this created was akin to a digital tromp l'oeil – the first of its kind.

    Results

    MegaFaces was a runaway success. More than 400 news articles featured in the Russian media and over 600 internationally established the pavilion as one of the iconic symbols of Sochi 2014. More than 140,000 participants’ faces were shown throughout the Games and more than 100,000 posts and tweets.
    This impressive campaign was awarded the Innovation Lions Grand Prix at the Cannes Lions International Festival of Creativity 2014.




    BRAND:
    MegaFon
    CATEGORY:
    Telecoms/Mobile
    REGION:
    Russia
    DATE:
    February - February 2014
    MEDIA CHANNEL:
    Experiential,Digital,Events,Sponsorship

      Virgin Mobile | Game Of Phones

      Insight

      Virgin Mobile is the black sheep of the Virgin family of brands. Despite all of the other services with the Virgin name, it is a budget brand in Australia. The average age of its consumer base is 42 years old who are value-driven traditionalists who use Virgin Mobile because it is the cheapest telco in the market. As any marketer will tell you, this is not exactly a prime segment, and on top of that, it isn’t the target Virgin brands are known for catering to.
      With only 4% market share, Virgin Mobile is behind its next closest competitor (20% share) by a considerable margin. In order to grow, Virgin Mobile needed more than just a marketing effort; it needed a complete shake up of how it operates. It needed to develop the same brand equity and loyalty amongst young people who admire Virgin for challenging the status quo in other businesses. Instead of just acting like a telco, Virgin Mobile needed to become a way of life.

      Strategy

      Virgin Mobile slowly fell into the trap that the only value it could provide was in cost, but value can come in any number of forms. Being part of the Virgin family has its benefits, in SMG’s ammunition it had a range of Virgin Family rewards – from Virgin airline velocity points, to crates of wine, to gym membership and Virgin financial services – rewards that sit well outside of the telco remit! 
      Rewards work best, though, when people have a way to actively participate in the programme, rather than passively wait to accumulate prizes. Regularly updated, attainable goals lead to an ongoing cycle of positive reinforcement that many brands have capitalised on via gamification. Where many programmes fall short, is when the challenges only pit the user versus brand. When young people participate with friends, reinforcement comes from both the brand and their social circle.
      The idea was to get young people involved in Virgin Mobile via gamification, but the game wouldn’t be between them and Virgin. It would be a game between young people and their friends; with real risks and immediate rewards. Introducing the Game of Phones, Australia’s largest ever, location-based mobile app challenge, where consumers are the warriors, their mobile is their weapon and the Virgin Family rewards are the treasure. With their mobile handsets as weapons, SMG endeavoured to turn the media landscape into a battleground like no other.

      Execution

      It created a mobile that game challenged players to hunt for virtual prizes worth $200,000 in a combined alternative reality and real-world interaction, found on the Game of Phones’ app map screen on their smartphones. When players came within 50 metres of a prize icon, they can tap to claim it, but it could then be stolen by other players located within 100 metres.



      It needed to be in constant communication with warriors on the ground, so set out to utilise media that helped to create a real-time self-perpetuating feedback loop with game players. Social media and dynamic online messaging formed the foundation of the campaign, providing live and local tracking of every player and every reward. Radio provided an opportunity to facilitate live updates and voltage around prizes and offers with street teams to engage retail.
      Outdoor media was brought into the modern battle age through real-time targeting and messaging, never done before anywhere in the world. Working with Outdoor suppliers SMG created a dashboard that allowed it to control every single Outdoor panel individually, or as a group, so that it could push game messages out to specific game players, anywhere and in real-time. (eg. “warrior Silver, Battleaxe just stole your prize, he is still in the area!”) It drove traffic to retail stores by making them the only “safe houses” for warriors to hide with their virtual prizes, and Virgin mobile lounges and airport areas became places to brag about wins.

      Results

      In the cut-throat battle of telco’s, Virgin was quickly crowned king. The app quickly secured over 40,000 downloads, pushing it to the top 15 apps on Android within the first week alone. Over three weeks of game play the battlefield was fierce with 39,245 active users playing more than 64,942 sessions. The 531 prizes were stolen 82,395 times; an average of 155 steals per prize. They were visceral in their quests by travelling 239,500 kilometres and cumulating over 5 years of game play and $2.5 million in earned media! When they needed shelter 14,568 players entered a ‘Safe House’ (Virgin Mobile store) to protect their loot for up to an hour at a time. As in all wars there was only one king who played 8 hours a day to win $50,000 and the title Game of Phones Champion!
      BRAND:
      Virgin Mobile
      CATEGORY:
      Telecoms/Mobile
      REGION:
      Australia
      DATE:
      November - December 2013
      AGENCY:
      Starcom Mediavest
      MEDIA CHANNEL:
      Digital,Mobile,Out-of-Home

      Samsung Galaxy | SOS Island

      Insight

      Photos exist to capture important moments, but now more than ever, they also exist to show off what you are doing to the world. But if the photos you’re taking aren’t good enough, who are you going to impress?
      Enter the Samsung GALAXY NX Camera and GALAXY S4 Zoom camera smartphone. These new Samsung connected cameras enable people to take amazing photos and immediately share them with social circles, just like your favourite smartphone. 
      The benefit of picture quality is clear, but the problem is no one knows these better options for capturing and sharing unbelievable photos exist. Starcom MediaVest needed to show Millenials obsessed with sharing pics to gain social cred what the Samsung cameras could really do -- take pics that will make their friends’ mouths drop with envy.

      Strategy

      In this age of social media, the line between what is real and what is “reality” no longer exists. Today’s technological advancements enable us to seamlessly capture every beautiful moment of our lives, and share them with our world at the click of a button. While this offers our connections an unparalleled view into what we do, what we capture actually becomes vicarious life experiences for all of our friends.
      As a result of this, experiences worth sharing have become our social currency. A unique experience is worth the world to a friend longing for an adventure they never imagined possible.
      So when Samsung asks people to purchase GALAXY S4 Zoom and GALAXY NX Cameras, it is really asking them to be generous with their lives. To capture and share those meaningful moments; because those moments are likely just as meaningful to friends.

      Execution

      Samsung gave 16 people a chance to truly feel what it was like to experience “reality” by creating Samsung SOS Island, a real-time survival competition show set on an uncharted tropical island. Each contestant was chosen based on their application video posted to YouTube, social media influence and previous outdoor experiences. After an intensive week of training with survival expert Les Stroud, contestants were narrowed in half and relocated to the island to take part in team challenges aided by Samsung GALAXY S4 Zoom and GALAXY NX cameras.
      Contestants captured the experience on the Samsung devices and immediately uploaded to their social network and Samsung’s followers to watch their journeys unfold online and vote for their favourite contender. Contestants participated in challenges like building a shelter, water purification and food foraging while they interacted with their followers on social media to drive more votes. After 12 challenges and 100,000 total unique votes, Graham Hughes was crowned the victor of SOS Island.

      People watched the show online via the website and YouTube, on mobile and even on Xbox Live, making SOS Island a truly platform agnostic entertainment experience. Live streaming of challenges helped create deeper real time interaction with viewers. Plus, SMG leveraged Facebook, Twitter and YouTube in real time to drive conversations from the ground up, including a first-ever real time “Promoted-Tweet-in-Display” banner unit to give contestants’ tweets scale outside of Twitter. Other prominent publishers’ websites and influential blog sites helped create rich editorial content about the show, driving the conversation further.

      Results

      Through SOS Island, Samsung gave people the chance to experience something truly unique: a vivid and beautiful world through the connected capabilities of the GALAXY S4 Zoom and GALAXY NX camera. Before the island journey even started, it received 11,500 applications from over 132 countries around the globe before narrowing down to the 16 contestants, thanks to PR and social media campaigns. After the videos were distributed, nearly 18 million minutes were watched by viewers around the world. 
      Plus, SOS Island resulted in enormous scale with nearly 4.1 billion total impressions globally and the earned media value received nearly doubled what was paid. Through 1.6 billion paid media impressions, 2.5 billion more impressions were earned through press coverage and social media postings from Samsung and the contestants. @SOSIsland was mentioned nearly 750,000 times on Twitter and through comments and likes on Facebook.
      Now, people actually know about the cameras. Awareness rose by up to 12% in key markets.


      BRAND:
      Samsung Galaxy
      BRAND OWNER:
      Samsung
      CATEGORIES:
      Electronic Goods
      Entertainment
      REGION:
      Australia
      France
      Germany
      India
      Indonesia
      Italy
      Korea, North
      Korea, South
      Malaysia
      The Netherlands
      Philippines
      Russia
      Singapore
      South Africa
      Spain
      Sweden
      Turkey
      United Arab Emirates
      United Kingdom
      United States
      DATE:
      August - December 2013
      AGENCY:
      Starcom Mediavest
      MEDIA CHANNEL:
      Integrated,Mobile,Online

      Samsung | Art from Space

      Content today is very much a social experience for users of mobile devices. Everyone is looking for new and more interesting ways to discover, create, engage with and share content. It’s a form of both self-expression and validation among their social network.

      Combining the features of both a smartphone and a tablet, Samsung’s Galaxy Note represented a new category in mobile devices. It was new to the market, and Samsung’s target. Starcom needed to bring the creative power of the Galaxy Note to life, showing Samsung’s audience all the new features and giving them a taste of the creative possibilities it offered, while building the brand’s presence in social media.

      To do this, Starcom created an event for all Samsung fans, scaling it into a massive PR and social experience, in the form of a tribute to one of The Netherlands’ greatest heroes.

      Samsung| The Golden Egg








      Challenge

      Samsung was about to launch the Galaxy SII and was looking for a partner that could help it reach out to its primary target group: mobile phone enthusiasts. This group was the earliest adapter of new technology. But that was the whole challenge: finding the correct content partner for generating the hype and sales for the Samsung SII.

      Insight

      The brand realised that game developer Rovia’s popular game Angry Birds would be the perfect fit to reach the TG. For Samsung, it was the perfect partnership, because Angry Birds enthusiasts were exactly the kind of mobile pioneers for whom it had tailored the new Galaxy SII.

      Solution

      In one of the deepest partnerships ever signed by Rovia, Samsung created a secret Golden Egg level which could only be unlocked by coming to Samsung’s co-branded site to find clues.
      This was the first time that the wildly popular game had ever allowed a partner to reveal a secret new level to the game. It was also the broadest partnership ever agreed by the developer Rovio which helped Samsung to market directly to millions of Angry Birds’ biggest fans. 
      It was just the sort of treasure hunt that die-hard fans loved to follow - and then to boast about when they had unlocked the level. The co-branded site was central to reaching players with detailed messages about the Galaxy SII.
      Samsung excluded the Samsung logo from the secret Golden Egg level itself for fear of alienating players, but it gently reinforced the brand by using Galaxy SII colours and graphics throughout. 
      And in a masterstroke that greatly extended the length of time users spent on the new level, this level came equipped with a special ‘low gravity’ environment as the Angry Birds were going into space. That meant it was challenging and frustratingly addictive even for veteran players, all of whom had to learn new tricks and techniques to progress.
      Banner ads inside Angry Birds directed people to the Samsung site where they could find the clues to unlock the secret Golden Egg level. Samsung bought video pre-rolls and interstitial ads in which Angry Birds characters themselves told players where to go looking. Samsung promoted posts to the game’s Facebook and Twitter followers as well.
      On the co-branded site, additional offerings were made to users such as competitions to win Angry Birds toys and merchandise.

      Results

      The discovery of the secret level generated so much internet chatter that it wasn’t just fans who shared tips on social networks, but also technology journalists who reported on the phenomenon. 
      Nearly half a million users came to the co-branded site to pick up the clues that would unlock the secret Golden Egg level and almost 15,000 clicked through to the Galaxy SII product page to learn more. 
      The game level itself was played 1.6 million times by the time the promotional activity ended. 69% of players said the level made them think of the Galaxy SII. Brand awareness jumped 10% after the campaign period and purchase intent jumped 4%.

      BRAND:
      Samsung Mobile
      BRAND OWNER:
      Samsung
      CATEGORY:
      Telecoms/Mobile
      REGION:
      Australia
      Austria
      France
      Germany
      Indonesia
      Italy
      Singapore
      Spain
      Switzerland
      United Kingdom
      DATE:
      July - August 2011
      AGENCY:
      Starcom
      MEDIA CHANNEL:
      Branded Content,Experiential,Digital,Mobile,Online,PR,Print,Retail/POS,Sponsorship,TV

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