| Title | IS THIS THE NEXT? |
| Brand | SAMSUNG ELECTRONICS NORDIC |
| Product/Service | GALAXY S6 EDGE |
| Category |
I01. Integrated Multi-Platform Campaign |
|
Entrant Company
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DDB STOCKHOLM, SWEDEN
|
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Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Stockholm, SWEDEN
|
|
Production Company
|
ACNE PRODUCTION Stockholm, SWEDEN
|
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Production Company 2
|
IMPORTANT LOOKING PIRATES Stockholm, SWEDEN
|
|
Production Company 3
|
CHIMNEY Stockholm, SWEDEN
|
Credits
| 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 |
Creative Execution
Each day we posted mock-ups based on rumours on a campaign site. This sparked more rumours that we utilized to create additional fantasy-phones. We 3D-printed mock-ups and sent to 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 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 humour and confidence to their brand. By the time of the launch of the new Galaxy, the pre-orders had reached a record-breaking number.
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?
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. We needed to join a conversation that was already happening.