Title	THE WORLD'S BIGGEST PHOTO BOOK
Brand	SAMSUNG
Product/Service	SAMSUNG GALAXY S4 ZOOM
Category	A04. USE OR INTEGRATION OF USER-GENERATED CONTENT
Entrant Company	LEO BURNETT FRANKFURT, GERMANY
Contributing Company	LEO BURNETT FRANKFURT, GERMANY
Media Agency	STARCOM MEDIAVEST GROUP GERMANY Frankfurt am Main, GERMANY

Name	Position
Andreas Pauli	Chief Creative Officer
Irina Schestakoff	Creative Director
Alexander Haase	Creative Director
Till Rothweiler	Art Director
Fred Schikora	Producer
Pia Lebowitsch	Account Supervisor
Johannes Hein	Account Director
Sascha Klein	Social Account Supervisor

The Campaign

Product placement in TV and classical mediums are strictly regulated. Authorities are now starting to apply the same rules to online mediums as well which led i. e. to German Youtube celebrities YTT being warned by the‚ Landesmedienanstalt’. On the other hand audiences are reluctant to engage with officially branded content as it is seen as advertising, so it is assumed that content from brands is probably irrellevant, boring or even manipulative. To get people to engange with branded content a strong incentive is needed: a real benefit and a story that has unique news value.

Results

The new Samsung Galaxy S4 has a high quality camera, which makes it easy for everyone to become a creative photographer. Our task was to support the launch of the S4 at the International Consumer Electronics Fair in Berlin. Our idea was to create a monument, as a testimony to the creativity of people: The biggest photo album ever made. We asked people to participate through a facebook promotion. Within a couple of days, we had received thousands of photographs. The best 28,000 pictures were printed on an 8 by 5 meter photo album. It has 5 tons of movable pages, and a surface area of 800 square meters. The design of each page highlights one function of the new Galaxy S4. The album was assembled and exhibited in the Museum of Communication in Berlin during the International Consumer Electronics Fair.

On the Wall of the German Samsung Mobile Facebook page there were a Post about the Event on September 7th in Berlin, people got an invitation to come to the Museum of Communication in Berlin and be part on the Opening Event while the Guiness Book of World Records is checking if the hard facts for the Category "biggest book of the world" are achieved. Further more Samsung had Promotors around the museum and on the International Consumer Electronic Fair in Berlin who invited visitors and people who just passed by to have a look at the huge book.

25.000 Unique Users were registered via a Facebook application, who uploaded more than 28.000 pictures to be a part of the GUINNESS WORLD RECORD™ for the biggest photbook in the world. The promotions key objective was to drive awareness for the Samsung Galaxy S4 zoom via Facebook & Online Media and it conquered a whole new product segment. At last the GUINNESS WORLD RECORD™ for the biggest photobook in the world is a result out of creative media placements via Social and online. On top we were using this record to foster the PR Reach (especially in the German Blogosphere) for the Samsung Galaxy S4 Zoom.