Title	MURDERER IS IN YOUR HANDS
Brand	SAMSUNG ELECTRONICS
Product/Service	SAMSUNG GALAXY S5
Category	A10. INTEGRATED CONTENT CAMPAIGN
Media Agency	STARCOM MEDIAVEST GROUP Istanbul, TURKEY
Entrant Company	STARCOM MEDIAVEST GROUP Istanbul, TURKEY
Media Agency 2	STARCOM MEDIAVEST GROUP Istanbul, TURKEY

Name	Company	Position
Ferda Tarakçıoğlu Erdem	Starcom Mediavest Group	Vp Content
Elif Erkaya	Starcom Mediavest Group	Agency Producer
Gozde Kristal	Starcom Mediavest Group	Activation Supervisor
Burak Kargın	Starcom Mediavest Group	Digital Ambassador
Şule Bülbülkaya	Samsung Electronics	Marketing Communication Manager
Nilay Güler	Samsung Electronics	Assistant Marketing Communication Manager

The Campaign

TV is the main medium and gaining share; whereas internet investment is also gaining more importance especially when the content is linked with TV. In 2011, The Radio and Television Supreme Council (RTÜK) have adopted new standards regards to the length of advertisements and , sponsorship regulations on TV, which was the beginning of new changes for the sector. Regulation restricting advertising space in many areas, but opened the door to a new world: Product Placement. However, within integration execution, product should not be promoted by the program and there shouldn’t be any claims made about how good the product is. A product integration that fit naturally into the scene lets multiple promotional brand extensions and marketing opportunities. Placement that isn’t organic doesn’t favor the brand and actually can be a turn off to audiences.

Results

In May,Samsung launched Galaxy S5 with a claim of cramming an UltraHD camera,water&dust proof smart phone with fingerprint-scanner and heart-beat-sensor in just a single device.Beyond advertising,we wanted to show the consumer this product’s differentiating,easy-to-use features and create engagement to drive consumer conversation. Those features could be perfectly linked with crime-investigation genre,which usually drives curiosity about same question:“Who is the murderer?” A social conversation turns around it.As people look for clues, the need for second screen content grows. So we designed a partnership with Kara Para Aşk,a popular crime/investigation drama by creating 2nd screen content to engage the audience and generate earned media for WOMmable product benefits.The series already had powerful social conversation since the scenarists announced that the killer was to be disclosed in the season finale.This was the perfect opportunity to drive the social conversation around Galaxy S5 and its features. We’ve created a content strategy shaped by consumers’ passion for content and brand story was produced along their journey to access it.We positioned Samsung Galaxy S5 as a key that unlocks the mysteries in "Kara Para Ask".Our tagline:#KatilSeninElinde (Murderer is in Your Hands) refered to Galaxy S5’s Turkish slogan:"Life is in your hands". We started using product integrations,highlighting the features.Parallel 2nd screen content through a mobile-app was produced to give real-time clues about the mysteries within the story so the users got instantly hooked by the motivation of finding clues about the killer. App integrates Civolution's SyncNow®audio watermarking-based ACR technology enabling users to interact with series while being aired.While the audience were watching the show,questions about the story appeared through the mobile-app. When answered questions,they unlocked secret mobisodes,filmed by series'director with Galaxy S5.Simultaneously with the scene,the app triggered content about regarding features of the product, which created dual monitoring opportunity(ie:crime scenes triggered fingerprint-scanner,action or romance scenes triggered heart-beat-sensor...etc).

We used TV copies in solus position in commercial ad frames. We used TV banner ads and hashtag ads within the series. We also used vertical TV banners,which has never been used in Turkey before. All ads mentioned that the audience would be getting closer to the killer, step by step, with the help of the app (see below) In digital,our banners have been promoted in mobile apps in Google Play Store and iTunes Store,where we planned categories are Movies&Series. Our text ads have been shown to mobile searchers to direct them to our microsite.

Our potential target for application downloads was 35.000. We exceeded our target with 53,800 downloads in three weeks creating 76% audience engagement. Kara Para Ask became one of the most mentioned TV show in social media. %12 of the mentions were about Samsung brand and our mobile app. The application was the 1st Cross Screen, Real-time Audience Experience in Turkey. We demonstrated TV production (mobisodes) with a mobile phone for the first time. The app was rated by hundreds of users and became one of the top 10 best new applications. The App Store rating was 4.5 over 5. Best of all, the audience appreciated Samsung for presenting an exciting second screen experience. We created valuable conversation among users in social media channels. Our target audience rated significantly a positive social response about Galaxy S5. Both in terms of unit cost as well as the rate of download return we performed well via targeting and optimization tools.