| Title | SAMSUNG HEARING HANDS |
| Brand | SAMSUNG ELECTRONICS TURKEY |
| Product/Service | SAMSUNG VIDEO BASED CALL CENTER FOR HEARING IMPAIRED |
| Category |
A05. Branded Live Experience |
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Entrant Company
|
LEO BURNETT ISTANBUL, TURKEY
|
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Contributing Company
|
LEO BURNETT ISTANBUL, TURKEY
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Istanbul, TURKEY
|
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Production Company
|
DINAMO ISTANBUL, TURKEY
|
Credits
| Oktar Akın |
LEO BURNETT İSTANBUL |
Creative Director |
| Emrah Akay |
LEO BURNETT İSTANBUL |
Creative Director |
| Aren Selvioğlu |
LEO BURNETT İSTANBUL |
Creative Group Head |
| Öykü Berberoğlu |
LEO BURNETT İSTANBUL |
Creative Group Head |
| Sezgin Rızaoğlu |
LEO BURNETT İSTANBUL |
Copywriter |
| Deniz Çavdar |
LEO BURNETT İSTANBUL |
Copywriter |
| Roda Sezer |
LEO BURNETT İSTANBUL |
Vice President |
| Meltem Gençkırlı |
LEO BURNETT İSTANBUL |
Account Director |
| Gözde Attila |
LEO BURNETT İSTANBUL |
Account Supervisor |
| Sevinç Öktem |
LEO BURNETT İSTANBUL |
Agency Producer |
| Erman Karahisarlı |
LEO BURNETT İSTANBUL |
Agency Producer |
| İsmail Seval |
LEO BURNETT İSTANBUL |
Planning Director |
| Berkant Avcı |
LEO BURNETT İSTANBUL |
Planner |
The Campaign
Samsung is a very highly respected and successful brand in Turkey. Being a giant global technology brand, Samsung wants to use its resources to create a positive change with all its products and services to become a brand woven into the fabric of the societies all over the world. Turkey was no exception. With this objective in mind, Samsung decided to launch a video call center exclusively for the three million deaf people in Turkey, whose needs are largely neglected by the public authorities. To communicate this initiative we arranged an act in order to make people aware of the difficulties of the deaf and lead by example. Our starting point was the assumption that ‘A world without barriers is everyone’s dream”. To test this assumption we arranged a surprise for a deaf young man, Muharrem. When he woke up one day he saw that barriers for communicating with others have gone away and the entire neighborhood was speaking his language. Puzzled, he arrived at a billboard, where he saw our call center specialist Melek (which means Angel in Turkish) announcing a special call center service for deaf people like him. As soon as the video of the act appeared on Samsung Turkey’s official Facebook and YouTube accounts, it went viral. After becoming a sensation in Turkey, the video became a global hit thanks to the discovery of popular media outlets. However, the best of all results was the reactions of governmental bodies and popular artists, who announced that they will deliver services for the deaf people in Turkey. With these results, our assumption was proved right. A world without barriers was indeed everyone’s dream. Hopefully, we ignited people to turn this dream into reality.
Video reached 17 million people with 8 million views on Facebook (Facebook, 2015). Campaign got 232 million impressions on Twitter in total and organically became 6th on Trending Topic List of Turkey. Campaign was iewed 32 million times on YouTube with a positive sentiment score of 96% (Somera, 2015). Many global channels including Times, Independent, Huffington Post, shared the campaign on their websites and social media accounts. The campaign reached the 2nd spot on BuzzFeeds trending videos list (Cohn&Wolfe, 2015). The campaign generated 3.2 million USD worth of coverage in return of a 30K USD investment.
Most importantly, after the campaign Grand National Assembly of Turkey decided to review three different projects for deaf citizens http://bit.ly/1xuWr8Q).
This entry in its essence is a genuine surprise act branded by Samsung. Although the surprise is staged, the reactions of Muharrem is genuine. It is not a classical advertising piece that goes into the details of the product benefits, but a branded video content that people would like to share on social media.