Winners & Shortlists

FIRST MAGAZINE CREATED ENTIRELY ON A SMARTPHONE

TitleFIRST MAGAZINE CREATED ENTIRELY ON A SMARTPHONE
BrandSAMSUNG ELECTRONICS TURKEY
Product/ServiceGALAXY NOTE 3
Category A02. USE OF PRINT IN A MEDIA CAMPAIGN
Media Agency 2 STARCOM MEDIAVEST GROUP Istanbul, TURKEY
Entrant Company STARCOM MEDIAVEST GROUP Istanbul, TURKEY
Media Agency STARCOM MEDIAVEST GROUP Istanbul, TURKEY
Credits
Name Company Position
Burak Kargın Starcom Mediavest Group Digital Ambassador
Süheyla Güleçyüz Starcom Mediavest Group Account Director
M.fevzi Yılmaz Starcom Mediavest Group Account Supervisor
Ozan Bülbül Starcom Mediavest Group Account Planner
Şule Bülbülkaya Samsung Electronics Marketing Communication Manager/Mobile
Neslihan Akın Samsung Electronics Digital Assistant Manager/Mobile
Volkan Yılmaz LOG Magazine Project Director

Results and Effectiveness

Having used the Note 3 from texts to a cover shoot, illustrations to the focus of special subjects, LOG magazine found its place on store shelves and increased their sales by 27%. The magazine became popular among our target audience, tech enthusiasts, early adopters and mobile pioneers with 42,000 online LOG readers. We had created an innovative, global media first and reached a strategic and secondary audience. The creative activation received 264,209 social media shares and best of all, showed the true capabilities of the Galaxy Note 3.

Creative Execution

As LOG magazine started to create a magazine solely using the Note 3, our campaign commenced with sharing the process on social media with the hashtag #itspossiblewithnote3. We shared behind the scenes videos highlighting the magazine making process, including the most demanding challenges for LOG. A font was created entirely using the Galaxy Note 3, the cover shoot was taken with the device and proved print quality imagery as well as illustrations that were drawn with the Note 3 to add creative flair. Alongside a printed magazine, a website and social media, the project was supported by mobile platforms through the interactive tablet application where readers could take their own cover photo. This innovative approach was also covered by one of Turkey’s most important advertising and marketing sources bigumigu.com.

Insights, Strategy and the Idea

Simple questions can start a lot of conversations. Our question was about the Galaxy Note 3, the latest device from Samsung to be released in Turkey. More than a phone, the capabilities of the Note 3 were enormous, but with consumer expectations on devices becoming so high, we knew it would take a new approach, an innovative and experimental way to show that the Note 3 could do so much more. Turkey’s leading technology magazine LOG had a high following of trend leaders and our aim was to reach this target market and create word of mouth to influence mass through trend leaders. To put the Galaxy Note 3 to the ultimate creative test, we asked the ultimate question: could a magazine be prepared with a mobile phone? LOG magazine was quick to reply with #itspossiblewithnote3