Title | THE S5 PULSE CHALLENGE |
Brand | SWISSCOM (SCHWEIZ) |
Product/Service | TELECOMMUNICATION |
Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
Entrant Company
|
HEIMAT Berlin, GERMANY
|
Advertising Agency
|
HEIMAT Berlin, GERMANY
|
Media Agency
|
MEDIASCHNEIDER Zürich, SWITZERLAND
|
Production Company
|
PUMPKIN FILM Zürich, SWITZERLAND
|
Production Company 2
|
ACNE Berlin, GERMANY
|
Credits
Guido Heffels |
Heimat/Berlin |
Chief Creative Officer |
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 AG |
Executive Producer |
Stefanie Brand |
Pumpkin Film AG |
Producer |
Kai Sehr |
Pumpkin Film AG |
|
Björn Knechtel |
Pumpkin Film AG |
Camera |
Simon Gstöttmayr/Daniel Kladiva |
Pumpkin Film AG |
Editor |
Brian D. Yessian/Michael J. Yessian/Ingmar Rehberg |
Pumpkin Film AG |
Music Composer |
Andrej Krause |
Pumpkin Fim AG |
Executive Producer |
Results and Effectiveness
1,4 million views of event live stream
over 400.000 clicks on youtube
3,18 million unique clients
over 9 million ad media contacts
plus 4,375 million ad impressions on facebook
one in every three Swiss people reached
view-through rate was 78%
average viewtime amounted to 1:45 min.
S5 reached „Bestseller“ status in Swisscom stores
Creative Execution
The Samsung Galaxy S5 is the world’s first smartphone with an integrated heart rate sensor. We launched the new S5 in Switzerland by creating the ultimate pulse challenge: Keep your heart rate under 100 bpm to win the S5.
Contestants were thrown into terrifying situations to see if they could stay calm.
They faced rats, witches, maniac wrestlers and a host of other ghastly threats.
While they tried to keep cool, the audience watched the game online as live banners streamed the challenge to major Swiss websites bringing the viewers to a microsite where they could participate and win the S5.
Insights, Strategy and the Idea
In May 2014 Swisscom and Samsung joined forces to launch the Samsung Galaxy S5 in Switzerland. The task was to create buzz around the new device and use earned media to attract existing as well as new customers.
Our target audiences are basically all smart phone users and yet-to-be users. They are aware of the brand, but don’t have an emotional relationship to it. We wanted to change this by letting the customer experience a new technical feature in an entertaining way that has the potential to become talk of town.
A webpage invited the bravest 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.
We wanted to turn a technical feature into an unforgettable experience that positions Swisscom and Samsung with an emotional connection to its customers.