| Title | THE WAY YOU ARE |
| Brand | SAMSUNG |
| Product/Service | GALAXY A |
| Category |
A05. Branded Live Experience |
|
Entrant Company
|
LEO BURNETT FRANCE Paris, FRANCE
|
|
Contributing Company
|
LEO BURNETT FRANCE Paris, FRANCE
|
|
Production Company
|
PRODIGIOUS Paris, FRANCE
|
Credits
| Xavier Beauregard |
Leo Burnett France |
Executive Creative Director |
| Mohamed Bareche |
Leo Burnett France |
Art Director |
| Stephane Gaubert |
Leo Burnett France |
Copywriter |
| Luc Lepelletier |
Leo Burnett France |
Account Manager |
| Brice Davoli |
Davoli Music |
Music Composer |
| Didier Borgel |
Prodigious |
Director |
| Thierry Delassalle |
Prodigious |
Executive Producer |
| Antoine Grujard |
Prodigious |
Agency Producer |
| Jeol Tessoneau |
Prodigious |
Music Producer |
The Campaign
the main objective was to relaunch the Samsung galaxy A in France
That is why we decided not to do a simple TVC but create a unique form of communication around the Samsung Galaxy A.
Our challenge was to create discussion around this product.
So we decided to do a live experiment.
The execution:
Galaxy A users thought they were invited to an audition.
But here is what they really experienced :
We presented teens with a dilemma...
We offered them the trip of their dreams.
On one condition.
First, they would have to agree to give someone access to the content of their Samsung Galaxy A for 10 minutes.
What they didn’t know was that in fact, they’d be allowing their parents to see what was in their phones.
The film « The Way You Are » was seen more than 6 million times on YouTube in only 2 weeks.
Tweets were sent non-stop every 2 minutes.
Articles appeared online by the thousands.
And the most important the launch of the new Samsung Galaxy A was a real success. Increase of sales more than 40%.
In France he smartphone market is a highly competitive market. All brands are attempting to gain market share among teenagers by promoting new features in their new products. That is why we wanted to create a very strong and unique form of Branded Content to touch our target. A communication that could stimulate discussion on social network about the new Samsung Galaxy A. So we decided to demonstrate to teenagers just how closely the content of their smartphone reflects their private life.