Title	TWEET 4 HEAT
Brand	SAMSUNG
Product/Service	MOBILE SOLUTION
Category	A05. Use of Ambient Media: Small Scale
Advertising Agency	LEO BURNETT Brussels, BELGIUM
Media Agency	SPACE Brussels, BELGIUM
Entrant Company	SPACE Brussels, BELGIUM

Name	Company	Position
Gauthier De Jonghe	Space	Strategic/Creative Manager
Loubna Khalladi	Space	Digital Connection Planner

Brief Explanation

Samsung wanted to use the holiday season, the end of year period, to grow their share of heart, build some sympathy for the brand, grow their share of followers and show that the Samsung brand does care! We had to create a positive vibe around the brand, showing that the brand not only SAYS things, but also DOES things, and grow the share of followers by doing so.

Results and Effectiveness

As a result: - we grew our followers base o 1 000 000 Trend impressions o 63 000 Tweet impressions - we engaged with more consumers o 1 889 Tweet Engagement - we had an “earned” coverage (Rossel, HLN,…) of the action worth 2.86 the amount invested in paid media, almost a 3:1 factor …and 10 000 euro donated to VIVA FOR LIFE – MUSIC FOR LIFE

Creative Execution

In a selection of bus shelters we installed: - impactful posters of the action - a giant digital screen with the tweeter newsfeed of #tweetforheat - electrical warming systems that were warming up 1 minute at every tweet that was send So every tweet was giving the bus shelter people some warmth… …but, not only, every tweet was also giving some people in need some warmth too as for every tweet, Samsung was making a donation of some cents to VivaforLife/Music forlife both radio programs/actions raising funds for people in need during winter season.

Insights, Strategy and the Idea

As the starting point was : “Samsung brings warmth during the cold winter” we wanted to find a “solo moment” (typically moments where you wander on your smartphone) and have Samsung transforming it into a “moment of shared warm feeling”. That’s how we came to : “#TWEETFORHEAT” It all starts with that « cold solo moment »: the bus shelter. Nothing is as cold as a bus shelter in the winter, a moment when you just grab your smartphone to forget the low temperature. That’s where we activated the hashtag #tweetforheat.