Title	THE WORLD'S BIGGEST PHOTO BOOK
Brand	SAMSUNG
Product/Service	SAMSUNG GALAXY S4 ZOOM
Category	B03. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS)
Entrant Company	LEO BURNETT FRANKFURT, GERMANY
Advertising Agency	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

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

Samsung as a brand and its products are very well known in the market. But in order to strengthen its leadership position it is necessary for the brand to build emotional relationships with its customers, supporters and fans. Personal photos are a relevant emotional assets in people’s lives and Samsung enables them with their smartphone and camera technology. The idea here is to bring that emotional connection and enabling to another level, create a physical expression of that relationship for everybody to see. As the photobook consists of personal photos from Samsung users it is something that these people can be proud of, come to visit the museum, tell their friends etc. The „world record“ aspect and the unusual size and appearance of the medium ensures viral and pr spread beyond the inner circle of Samsung fans.