| Title | SAMSUNG HEARING HANDS |
| Brand | SAMSUNG ELECTRONICS TURKEY |
| Product/Service | SAMSUNG VIDEO BASED CALL CENTER FOR HEARING IMPAIRED |
| Category |
A07. Use of Events and Stunts |
|
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
| 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 |
| Roda Sezer |
LEO BURNETT İSTANBUL |
Vice President |
| Meltem Gençkırlı |
LEO BURNETT İSTANBUL |
Account Director |
| Gözde Attila |
LEO BURNETT İSTANBUL |
Account Supervisor |
| İsmail Seval |
LEO BURNETT İSTANBUL |
Planning Director |
| Berkant Avcı |
LEO BURNETT İSTANBUL |
Planner |
| Sevinç Öktem |
LEO BURNETT İSTANBUL |
Agency Producer |
| Erman Karahisarlı |
LEO BURNETT İSTANBUL |
Agency Producer |
Brief Explanation
Samsung is a very highly respected and successful brand in Turkey, but it needed to become much more closer emotionally. To achieve this, 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. An emotional surprise act was created to build awareness, to lead by example and ignite a change in the society.
Results and Effectiveness
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).
Creative Execution
The video of the act was launched on Samsung Türkiye's Facebook page. That was all we needed to do to make an impact. It went immediately viral through different channels. National TV news, radio shows, thousands of web sites...
Insights, Strategy and the Idea
Campaign was targeted at people who care about social issues, are not indifferent to what happens in the world and expect the same behavior from the brands they choose. They are active users of social media and have an important role to increase the awareness of the brand’s social responsibility projects.
For the media strategy, Facebook was chosen as a main medium as it was the perfect place to reach the audience who already share, like and make a comment about such projects.