Title	IS THIS THE NEXT?
Brand	SAMSUNG ELECTRONICS NORDIC
Product/Service	GALAXY S6 EDGE
Entrant Company	DDB STOCKHOLM, SWEDEN
Advertising Agency	DDB STOCKHOLM, SWEDEN
Media Agency	STARCOM MEDIAVEST GROUP Stockholm, SWEDEN
Production Company	ACNE PRODUCTION Stockholm, SWEDEN
Production Company 2	IMPORTANT LOOKING PIRATES Stockholm, SWEDEN
Production Company 3	CHIMNEY Stockholm, SWEDEN

Name	Company	Position
Magnus Jakobsson	Ddb Stockholm	Copywriter
Fredrik Simonsson	Ddb Stockholm	Art Director
Joel Ekstrand	Ddb Stockholm	Art Director
Nick Christiansen	Ddb Stockholm	Copywriter
Christian Westelindh	Ddb Stockholm	Account Director
Jacob Sandström	Ddb Stockholm	Business Director
Susanne Ytterlid	Ddb Stockholm	Account Manager
Mattias Coldén	Ddb Stockholm	Agency Producer
Andreas Fabbe	Ddb Stockholm	Digital Director
Erik Sigblad	Ddb Stockholm	Digital Designer
Katarina Mohlin	Ddb Stockholm	Digital Account Director
Charlotte Asplund	Ddb Stockholm	Digital Account Manager
Sebastian Reinbring	Ddb Stockholm	Graphic Designer
Tor Westerlund	Ddb Stockholm	Graphic Designer
Steven Mcdonald	Ddb Stockholm	Graphic Designer
Erik Lindgren	Ddb Stockholm	Producer
Christian Björnerhag	Ddb Stockholm	Photoshop Artist
Astrid Kowalczyk	Ddb Stockholm	Digitial Growth Manager

Brief Explanation

Long before the launch of a product such as the new Samsung Galaxy, there is a multitude of rumours and expectations. The campaign was based on the insight that our target audience is technologically savvy and always ahead of the curve – and most importantly – that their interest in high-tech products peaks before launch when information is scarce. Our goal was to leverage their interest to spark curiosity and desire prior to launch, although the product was not available or revealed.

The Campaign

Prior to all large product launches the Internet and the media is flooded by rumours and expectations. So how could Samsung use PR to break through the noise and talk to media and customers prior to the launch without revealing the actual phone? Leading up to the Unpacking Event before the World Mobile Conference, we picked up on rumours about the new Galaxy S6 and translated them into our own silly/ridiculous/more or less accurate concept sketches. Each day we posted mock-ups, visualized in different concept sketch styles, on a campaign website, in social media, banners and in online films for Samsung in the Nordics. Each post sparked even more rumours, that we of course picked up on and created additional fantasy-phones.

Creative Execution

Each day we posted mock-ups based on rumours on a campaign site. Each post sparked more rumours that we picked up on and created additional fantasy-phones. To secure media coverage we conducted a survey asking the Nordic population of features of the upcoming smartphone. Based on the results we 3D-printed additional mock-ups and sent to 12 top influencers in the Nordics (tech magazine editors etc.). To seed the mock-ups we used programmatic to dominate on international tech-sites as well as secure relevant reach within our audience based on targeting. For addressable buying, we targeted audiences based on context, interest, keyword contextual targeting and enhanced the audiences by look-a-like profiles. We secured extra visibility and fueled the conversation with promoted Twitter-trends as well as 100% SOV on searches around rumor-related keywords.

The campaign site saw over 293 000 unique visitors, and even more people took part of the campaign via social and traditional media that our target audience frequents. There were over 146 000 tweets, and close to 800 articles were published (including articles from the Huffington Post, Mashable, The Independent and ABC News) on a global level. Over 50% of our core-influencers were engaged. The general opinion during the campaign was that Samsung now added humor and confidence to their brand. By the time of the launch of the new Galaxy, the pre-orders had reached a record-breaking number.