| Title | THE S5 PULSE CHALLENGE |
| Brand | SWISSCOM (SCHWEIZ) |
| Product/Service | TELECOMMUNICATION |
| Category |
A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING |
|
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
| Davide Pincin |
Swisscom |
Head Of Marketing Communication Res |
| Olivier Stähli |
Swisscom |
Communication Manager Wireless |
| Nathalie Maibach |
Swisscom |
Communication Manager Wireless |
| Philip Gasser |
Swisscom |
Online Communikations/Manager |
| Simon Schütz/Panajot Jelev |
Swisscom |
Social Media Manager |
| Marietta Werder |
Swisscom |
Public Relations |
| Guido Heffels |
Heimat/Berlin |
Cco/Founder |
| 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 Manager |
| Alexander Münzer |
Heimat/Berlin |
Agency Producer |
| Sonja Brand |
|
Executive Producer |
| Stefanie Brand |
|
Producer |
| Kai Sehr |
|
Director |
| Björn Knechtel |
|
Camera |
| Simon Gstöttmayr/Daniel Kladiva |
|
Editor |
| Brian D. Yessian/Michael J. Yessian/Ingmar Rehberg |
|
Music Composer |
| Andrej Krause |
|
Executive Producer |
The Brief
In May 2014 Swisscom and Samsung joined forces to launch the new Samsung Galaxy S5 in Switzerland. The task was to create buzz around the new smartphone and use earned media to reach the masses and attract existing as well as new customers.
Describe how the promotion developed from concept to implementation
The Samsung Galaxy S5 is the world’s first smartphone that can measure your pulse with an integrated heart rate sensor.. We launched the new S5 in Switzerland by creating the ultimate challenge: Keep your heart rate under 100 bpm to win the S5.
The contestants were thrown into the most unnerving and terrifying experiment to see how much they could take. Who is able to keep their heart rate stable whilst facing the scariest situations – and who will crack?
A webpage invited the bravest Swiss people to test this new feature at a unique event: The S5 Pulse Challenge.
Describe the success of the promotion with both client and consumer including some quantifiable results
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
Explain why the method of promotion was most relevant to the product or service
We focussed on a key feature of the Samsung Galaxy S5: the built-in heart rate sensor. A feature that is a world’s first and made our event absolutely unique.
We built an interactive experience that no other smartphone could deliver
and found an entertaining way to not only promote this feature but make the event an unforgettable adventure for everyone who participated.
A documentary film landed on Youtube and went viral within a few days. It circulated through online blogs helping the campaign to spread around the world and making many more hearts beat faster for the Samsung Galaxy S5.