| Title | THE S5 PULSE CHALLENGE |
| Brand | SWISSCOM (SCHWEIZ) |
| Product/Service | TELECOMMUNICATION |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
HEIMAT Berlin, GERMANY
|
|
Contributing Company
|
HEIMAT Berlin, GERMANY
|
|
Media Agency
|
MEDIASCHNEIDER Zürich, SWITZERLAND
|
|
Production Company
|
PUMPKIN FILM Zürich, SWITZERLAND
|
|
Production Company 2
|
ACNE Berlin, GERMANY
|
Credits
| Davide Pincin |
Swisscom |
Head Of Marketing Communication Res |
| Olivier Stähli |
Swisscom |
Team Leader Marketing Communications Wireless |
| Nathalie Maibach |
Swisscom |
Communication Manager Wireless |
| Philip Gasser |
Swisscom |
Online Communikations/Manager |
| Simon Schütz/Panajot Jelev |
Swisscom |
Social Media Manager |
| Marietta Werder |
Swisscom |
Public Relations |
| Guido Heffels |
Heimat/Berlin |
Cco/Founder |
| Ole Vinck/Michael Schachtner |
Heimat/Berlin |
Creative Director |
| Malte Bülskämper |
Heimat/Berlin |
Copywriter |
| Lucas Schneider |
Heimat/Berlin |
Art Director |
| Fabian Rössler |
Heimat/Berlin |
Junior Copywriter |
| Christina Müller |
Heimat/Berlin |
Account Director |
| Alexander Münzer |
Heimat/Berlin |
Agency Producer |
| Sonja Brand |
Pumpkin Film |
Executive Producer |
| Stefanie Brand |
Pumpkin Film |
Producer |
| Kai Sehr |
Pumpkin Film |
Director |
| Björn Knechtel |
Pumpkin Film |
Camera |
| Simon Gstöttmayr/Daniel Kladiva |
Pumpkin Film |
Editor |
| Brian D. Yessian/Michael J. Yessian/Ingmar Rehberg |
Pumpkin Film |
Music Composer |
| Andrej Krause |
Pumpkin Film |
Executive Producer |
The Campaign
In Switzerland, the nation’s almost 8 million inhabitants are divided into 4 major languages: French, German, Italian and Romansch – 4 regions with regional media formats. To reach the nation in a traditional way you need to be dubbed or subtitled in 4 different languages.
This makes the web a particularly effective medium to reach the masses in one shot.
Switzerland’s online users account for more than 85% of the population and 50% of Swiss people use smartphones.
Results
In May 2014 Swisscom and Samsung joined forces to launch the new Samsung Galaxy S5 – the world’s first smartphone that can measure your pulse with an integrated heart rate sensor.
A special webpage invited the bravest Swiss people to test this new feature at a unique event: The S5 Pulse Challenge. A game with only one rule:
Keep your heart rate under 100 bpm to win the S5.
The contestants were thrown into the most unnerving and terrifying experiment to see how much they could take. Who is able to keep their heart rate stable whilst facing the scariest situations – and who will crack?
They encountered rats, witches, maniac wrestlers, an eerie children’s choir and a host of other ghastly threats. While the contestants tried to stay calm and control their pulse,
people all over Switzerland joined the event via live-streaming banners on the biggest swiss news sites. On the microsite users could experience the hair-raising challenge from multiple angles, and support contestants in the game with messages tagged with #s5challenge.
After the event, a documentary film on Youtube went viral within a few days helping the campaign to spread around the world, making people’s hearts beat faster for the Samsung Galaxy S5 - and honoring the 8 brave souls who were able to stand up to the S5 Pulse Challenge.
During the teaser phase a website was spread to make people curious about a mysterious event taking place in Zurich. People were invited by Swisscom to test a key feature of the new Samsung Galaxy S5: a built-in heart rate sensor.
Swisscom then hosted the ultimate challenge: Contestants were put into terrifying situations to see if they could keep their pulse under 100 bpm. People all over Switzerland watched the game via live-streaming banners and a live microsite.
A film about the event went viral making many more hearts beat faster for the
Samsung Galaxy S5.
The Swisscom S5 Pulse Challenge gathered 3,18 million unique views with more than 9,8 million ad media contacts, and 4,375 million ad impressions on Facebook.
Overall, attracting the attention of every third Swiss person and with an average of 3 contacts per person.
More than 1,4 million people watched the S5 Pulse Challenge via livestream and the film that landed on Youtube after the event got over 400.000 views.
The play-to-end rate was 78% and the average viewing time amounted to 1:45 min.
The campaign boosted awareness resulting in the Samsung Galaxy S5 becoming a highly requested bestseller in the Swisscom stores.