Winners & Shortlists

THE S5 PULSE CHALLENGE

Short List
TitleTHE S5 PULSE CHALLENGE
BrandSWISSCOM (SCHWEIZ)
Product/ServiceTELECOMMUNICATION
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
Name Company Position
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.