Title	LOCAL FEET GLOBAL FOOTPRINT
Brand	SAMSUNG ELECTRONICS
Product/Service	GALAXY TAB S
Category	B02. Use of Mobile Devices
Media Agency	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Entrant Company	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Media Agency 2	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Production Company	MOBILE5 London, UNITED KINGDOM

Name	Company	Position
Michael Bligh	Starcom	Global Operations/Analytics Associate Director
Sarah Jansons	Starcom	Senior Global Executive

Brief Explanation

Since the first iPad came out in 2010, Apple has owned the tablet space. So much that it’s common for people to use “iPad” as a generic term for tablets – in the same way that Hoover has become synonymous with vacuum cleaners. Our research showed that tablets were purchased based on look, feel and price. We also knew that a positive in-store experience helped to uplift purchase intent by 54%. Our challenge was to drive awareness of the Tab S and to get consumers to experience the product in-store for themselves.

Results and Effectiveness

Due to the granular targeting and unified experience, we saw a lift of more than 125,000 people entering a Samsung store as a result of seeing our ad. This represented a store footfall increase of 10.5%. In dollar terms, it cost our client only 89 cents to get a customer through the doors. In China, a key competitive market for Samsung (not only with Apple, but also Xiaomi, Huawei and Lenovo), this cost was even lower, at 37 cents per visit - less than 0.06% of the cost of a Tab S!

Creative Execution

Using audience data, signals and browsing behaviour we identified likely prospects who were within 500m of our stores and served then an ad that was lightweight and dynamic so there was little load time. By integrating maps into our ad unit and a simple banner that ‘automatically’ knew the distance to their nearest store, we ensured people didn’t have to navigate away from our communication. Our seamless experience allowed users to follow the blue dot all the way into the store, with no break from first-click.

Insights, Strategy and the Idea

Our millennial audience inhabit a media rich but massively distracting world. They are used to flicking between channels and content so we needed to be able to get and hold their attention. Mobile lay at the heart of our solution as it allowed us to target early adopters when they were out and about and in browsing mode. It also allowed us to leverage the functionality of their phones to hold their interest and help navigate them to the store.