| Title | START THE CONVERSATION |
| Brand | SAMSUNG |
| Product/Service | GALAXY S4 MINI |
| Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
|
Advertising Agency
|
BRAND NEW LIVE Hilversum, THE NETHERLANDS
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
|
Entrant Company
|
STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
Credits
| Richard Van Der Wilk |
Starcom Mediavest Group |
Chief Strategy/Innovation Officer |
| Joris Lak |
Starcom Mediavest Group |
Head Of Digital |
| Peter Bout |
Starcom Mediavest Group |
Marketing Services/Producer |
| Annemarie Plas |
Starcom Mediavest Group |
Sr. Digital Consultant |
| Nancy Van Langelaar |
Starcom Mediavest Group |
Producer |
| Chris Havinga |
Brand New Live |
Director |
| Tjeerd Kooistra |
Brand New Live |
Creative Product Manager |
| Leonie Geesink |
Brand New Live |
Senior Account Manager |
| Matthieu Grob |
Zeitgeist |
Creative Director |
| Martin Boomkens |
Zeitgeist |
Creative Director |
| Manon Bes |
Starcom Mediavest Group |
Account Manager |
| Renee Tan |
Starcom Mediavest Group |
Rtv Consultant |
| Jasper Lamers |
Starcom Mediavest Group |
Account Director |
Results and Effectiveness
Our campaign broke all our targets with strong confidence; an overwhelming earned media ratio (index 438 ‘earned versus paid’) and overall content reach of 70% within our Stand apart audience. Resulting over 1 million video streams (index 181), thousands of tweets and posts generating 3 million twitter reach (index 1000).
Best of all: sales went through the roof and doubled the forecast in the first week, growing rapidly to climax index 400 at the end of the campaign, directly driven by #starttheconversation and the sales promotion with signed flip covers (source: Samsung/Gfk). An excellent example of great content marketing strategy.
Creative Execution
We created the conversation-platform ’Starttheconversation.nl’ & used Twitter (#starttheconversation) as the core component (as it is intensively used by our audience). Here our audience could join conversations and get inspired in music & fashion.
Kicking off with supermodel Doutzen Kroes via price-activation (signed phone-flipcovers); chief editors Karin Swerink (VOGUE) & Hilmar Mulder (GRAZIA) and Sunnery James (Dutch DJ) were our influencers to endorse #starttheconversation.
They were present at different big Fashion & Music events, where we created world’s first Google-Hangout-On-Air road show (at high-traffic-points). In a custommade Glass-box on location, our influencers would have live conversations with our audience through our Google Hangout & answering fans Tweeted questions. These Hangouts were LIVE streamed on Twitter during the events; an absolute Twitter worldpremier!
All created valuable (conversational) content was distributed in 2/3-minute chunks using Samsung’s and influencers’ owned mediachannels, targeted advertising Online & Social Media, to scale to the community.
Insights, Strategy and the Idea
Samsung wanted for its new Samsung Galaxy S4 Mini, a cheaper smartphone with all needed smart communications functionalities, to reach a young (18-25) financially less strong target audience. This young audience is still figuring out how to succeed in life and are characterised by; ‘driven individuals who consider themselves stylish individuals and look for brands that set them apart and make them feel special’.
Our challenge: connect with this hard to reach audience & increase S4 Mini sales.
Connecting with them, had to be through their quest for guidance and inspiration, via relevant communications with peers & influencers. We knew we had to go beyond just telling how great the S4 Mini; actually demonstrating and inviting them into product experience.
Our idea: positioning the S4 Mini to serve & empower our audience – by literally starting conversations between them, their peers and their role-models – LIVE (ONLINE) AT EVENTS.