| Title | BACKBOOK |
| Brand | SAMSUNG |
| Product/Service | SMARTPHONES |
| Category |
A07. Original Printed Content |
|
Entrant Company
|
CHEIL SPAIN Madrid, SPAIN
|
|
Contributing Company
|
CHEIL SPAIN Madrid, SPAIN
|
|
Production Company
|
WE WORK FACTORY Madrid, SPAIN
|
|
Production Company 2
|
4D ESCENOGRAFíAS Madrid, SPAIN
|
Credits
| Breno Cotta |
Cheil Spain |
Executive Creative Director |
| José Vilar |
Cheil Spain |
Creative Director |
| David Ricoy |
Cheil Spain |
Creative Director |
| Mercedes Laso |
Cheil Spain |
Copywriter |
| Ana Del Valle |
Cheil Spain |
Art Director |
| Juan Luis Poza |
Cheil Spain |
Art Director |
| Yann Baudoin |
Cheil Spain |
Account Director |
| Sandra Pérez |
Cheil Spain |
Account Executive |
| Alfonso Fernández |
Samsung Spain |
Head Of Corporate Marekting |
| Ildefonso Tebar |
Sasmung Spain |
Integrated Mk Comunication Manager |
| Noé Vázquez |
4d Escenografías |
Production Designer |
| Alfonso Gutierrez |
We Work |
Post Production |
The Campaign
Samsung smartphones have a reading mode unknown by most of customers or users. Taking advantage of the arrival of e-books, the brand offers to communicate this benefit differently, providing added value to its customers.
We start from an insight: despite all the benefits of e-book, people are still longing for things of traditional books.
It is here that we find the main line of action. Create a product that would give solution to this dilemma market, a product that would bring the better of two formats: digital and physical, to communicate the benefit of reading mode in Samsung devices.
We create BackBook, a digital book that can be touched, dedicated or even given as a gift. A new product with an identical appearance to a traditional book but with a virtually digital content because its inside is endowed with NFC and QR technology (used in our brand) to download content directly to a mobile device without the need for any online payments or register.
For its launch, we have created a collection of Literature Classics advertised via Web and Samsung Stores. A promotion in which you can get the entire collection by purchasing one of our brand mobile devices, achieving a greater impact for theirs subsequent sale in Samsung Stores and traditional bookstores.
Users put the spotlight on Samsung smartphones as a new form of digital reading. We got an original way comunciar little known benefit customers of the brand and best of all , we bring value to the brand offering a new product that converts your smartphone into much more than a phone.
We bring added value to the brand´s mobile devices 42% increase in sales of the Note 4.
10.000 books downloaded in less than five days.
The entry of the e-book on the market brings endless advantages, offers comfort, reduces weight and allows carrying several novels in just one device. The Samsung mobile devices have a read mode that most do not know and it is here where we saw the opportunity to take advantage of this characteristic as our added value.
With BackBook, we not only return to the magic of the reading (magic that digitalization has broken) without resigning to an e-book, but we create a link with the customer demonstrating that the brand looks for the benefit of its followers. In addition, we offer a route of differentiation of the brand with regard to its competitors, since their smartphones are not just mobile phones, now they are also e-readers.
In short, we add value to the brand by offering a new product that turns its smartphones into much more than a mobile phone.