SAMSUNG VIDEO BASED CALL CENTER FOR HEARING IMPAIRED
Category
E01. Social Video
Entrant Company
LEO BURNETT ISTANBUL, TURKEY
Advertising Agency
LEO BURNETT ISTANBUL, TURKEY
Media Agency
STARCOM MEDIAVEST GROUP Istanbul, TURKEY
Production Company
DINAMO ISTANBUL, TURKEY
Credits
Name
Company
Position
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
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
Roda Sezer
LEO BURNETT İSTANBUL
Vice President
Creative Execution
Our stunt has launched on Samsung Türkiye's facebook page. That was all we ever needed to do. Everything grew organically. The video went immediately viral on different channels.
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).
Most importantly, after the campaign Grand National Assembly of Turkey decided to review three different projects for deaf citizens http://bit.ly/1xuWr8Q).
Samsung is a very highly respected and successful brand in Turkey, but it needed to become much more closer emotionally. With this objective in mind, Samsung launched a video call center for deaf people. To communicate this initiative, we arranged an act.
Turkey was not a very deaf-friendly country for the deaf people, as they had lots of obstacles in daily life. People were not aware of their troubles, even if he was their neighbor. The act was created to build awareness, to lead by example and ignite a change in the society.
As this act would be a surprise, nothing initial was planned. To drive an emotional response, the best suited tool would be video. To spread it to larger audiences, especially the young-and-open minded people, Samsung’s Facebook page was the most costly and effective solution as the Samsung’s fans.