THE WORLD'S BIGGEST PHOTO BOOK
| Title | THE WORLD'S BIGGEST PHOTO BOOK |
| Brand | SAMSUNG |
| Product/Service | SAMSUNG GALAXY S4 ZOOM |
| Category |
B03. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS) |
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Entrant Company
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LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
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Media Agency
|
STARCOM MEDIAVEST GROUP GERMANY Frankfurt am Main, GERMANY
|
Credits
| Andreas Pauli |
Chief Creative Officer |
| Irina Schestakoff |
Creative Director |
| Alexander Haase |
Creative Director |
| Till Rothweiler |
Art Director |
| Fred Schikora |
Producer |
| Pia Lebowitsch |
Account Supervisor |
| Johannes Hein |
Account Director |
| Sascha Klein |
Social Account Supervisor |
The Brief
The new Samsung Galaxy S4 has a high quality camera, which makes it easy for everyone to become a creative photographer. Our task was to support the launch of the S4 at the International Consumer Electronics Fair in Berlin.
Describe how the promotion developed from concept to implementation
Our idea was to create a monument, as a testimony to the creativity of people: The biggest photo album ever made. For this task we needed the help of as many people as possible. That's why we decided to ask people to participate through a facebook promotion: Send us your favorite photos and become part of a genuine World Record!
Describe the success of the promotion with both client and consumer including some quantifiable results
Within ten days, we had received thousands of photographs via our Facebook app. The best 28,000 pictures were printed on an 8 by 5 meter photo album. The album was assembled and exhibited in the Museum of Communication in Berlin during the International Consumer Electronics Fair, and ultimately our Galaxy S4 album achieved an entry in the Guinness Book of World Records. The exhibition in the Museum of Communication was also visited by many visitors to the International Consumer Electronics Fair as well as tourists, and generated a lot of coverage from both German and international media.
Explain why the method of promotion was most relevant to the product or service
People love sharing their photos – and more than any other camera, they use their smart phones for taking pictures. For the launch of the unique Samsung Galaxy S4 zoom, we gave them the chance to share their photos in a unique way – by becoming part of a genuine World Record.