| Title | INNOVATING EVOLUTION |
| Brand | SAMSUNG ELECTRONICS |
| Product/Service | IFA FAIR |
| Category |
A06. Use of Ambient Media: Large Scale |
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Entrant Company
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CHEIL GERMANY Schwalbach, GERMANY
|
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Advertising Agency
|
CHEIL GERMANY Schwalbach, GERMANY
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Credits
| Roland Rudolf |
Cheil Germany |
Chief Creative Officer |
| Thomas Schroeder |
Cheil Germany |
Executive Creative Director |
| Hannes Deutsch |
Cheil Germany |
Creative Director |
| Miriam Preissinger |
Cheil Germany |
Senior Art Director |
| Ron Stasch |
Cheil Germany |
Designer |
| Sean-Andino Konrad |
Cheil Germany |
Designer |
| Annika D´Ambrogio |
Cheil Germany |
Senior Copywriter |
| Fernanda Roedel |
Cheil Germany |
Concept Developer |
| Rafael Cavalcanti |
Cheil Germany |
Junior Art-Director |
| Joana Vinheiro |
Cheil Germany |
Junior Art-Director |
| Moritz Gillrath |
Cheil Germany |
Agency Producer |
| Christiane Lobenstein |
Cheil Germany |
Planning Director |
| Hong Seuk Lim |
Cheil Germany |
Client Service Director |
| Sabrina Müller |
Cheil Germany |
Marketing Service Manager |
| Georg Erb |
Cheil Germany |
Business Intelligence |
Brief Explanation
From the beginning of mankind tools has always been the key for evolution. As Samsung is the innovator and a driving force in mobile evolution, we wanted to show the relevance and influence of Samsung on the society. During IFA we melted two steps of evolution in Europe’s luxury department KaDeWe: Today’s innovative technology staged in a prehistoric surrounding. We dressed up a primitive man equipped with the latest Samsung devices and turned shopping windows into interactive OOH. Additionally, visitor’s smartphones were needed as mobile media tools to participate in both the experience of technology and a charity event.
Results and Effectiveness
The entire buzz formed around our windows soon became talk of town. 1,4 million window visitors in 4 weeks, 2,3 million contacts on Facebook, reached 5,5 million people on TV, 2,2 million via press and the live auction collected 143.000 Euro donation money for charitable organizations. Overall the campaign staged Samsung as a big player in pushing evolution forward by letting the target group experience an updated version of our evolution and being part of it at the same time – across different channels. The auction funds went towards selected organizations like WWF, BUND, Senckenberg Museum, Städel Art School, Berlin public museums.
Creative Execution
The campaign was a perfect mix between paid, owned and earned media: interactive art installations in 10 shopping windows as paid ambient media and surprising OOH, Facebook and the Samsung website as owned media for efficient reach and activation, earned media through PR driven by talk of the town story. With the eBay charity auction the campaign took place at another platform with huge reach. The homepage and Facebook invited people to discover Innovating Evolution. With e-Bay Charity we activated people joining the first live auction ever created on a display window, by scanning the QR-code and biding for their favourite items.
Insights, Strategy and the Idea
Interactive shopping windows are impactful OOH at the outstanding landmark for premium lifestyle – the KaDeWe. We wanted to approach to the prime target group and fascinate them for high-tech in an unseen way. In the category product experience is one of the biggest decision drivers. Interactive applications demonstrated the performance of the tools. Via QR code an innovative live auction is linked to the shopping windows. Instead of usual price offers we created the first live auction with e-Bay for Charity. Plus website to use the content and Facebook to drive to the website. Engagement and impact through integrated media plan.