Title	CHASE THE ALPHA
Brand	SAMSUNG
Product/Service	SMARTPHONE
Category	A08. Use of Branded Content & Sponsorship
Advertising Agency	DDB COPENHAGEN, DENMARK
Media Agency	STARCOM MEDIAVEST GROUP Copenhagen, DENMARK
Entrant Company	STARCOM MEDIAVEST GROUP Copenhagen, DENMARK

Name	Company	Position
Kristoffer Markussen	Starcom Mediavest Group	Interactive Creative Director
Anthony Watkins	Starcom Mediavest Group	Client Service
Casper Mandrup	Starcom Mediavest Group	Content Manager
Marco Nielsen	Starcom Mediavest Group	Digital Creative Director
Louise Bak	Starcom Mediavest Group	Chief Executive Officer
Andreas Floor	Starcom Mediavest Group	Client Director
Julie Toft	Samsung	Digital Director
Benedicte Bardram	Samsung	Danish Cmo
Marianne Aslund	Samsung	Catagory Manager
Frederic Viking	Samsung	Catagory Manager

Brief Explanation

The campaign objective was to maximize consumer demand and engagement for the new Galaxy Alpha smartphone. We needed the design conscious Danes to view the Alpha as an aspirational product. To achieve this, we had to create aspiration and buzz around the Alpha, but still be authentic and relevant. With the challenge at hand, we wanted to create an entertaining platform with a strong link to fashion and design, in which the consumers could interact with our brand on their own terms – we wanted the consumers to chase us, rather than us chasing them!

Results and Effectiveness

In a period where everyone chased this target group’s attention we got them to chase us. The banners performed nearly 9 times better than average Samsung material reaching an avg. CTR of 0,89% On Facebook the engagement rates were index 143 for Samsung average 35% of the audience playing the game also finished it 33% of the target audience played more than once The engagement level in the blogger campaign (only calculated from engagement related to the campaign) was 150% better than benchmark Most importantly, ‘Chase the Alpha’ succeeded in manifesting Samsung’s position as a top fashion brand in Denmark.

Creative Execution

We identified high-end fashion communities as a strong environment to spread the Alpha message. We created ‘Chase the Alpha’ – an online hunt for Alphas. We collaborated with three local fashion brands, made deals with local fashion bloggers and used other similar sites to associate Samsung with these as they had the exclusive feel we were looking for. We then hid Alphas on the fashion brands’ owned media. To get attention before the hunt we created videos and other content with the fashion brands’ products teasing people to start chasing in close collaboration with fashion bloggers.

Insights, Strategy and the Idea

The primary audience for the Alpha are explorers of new options and ways to express themselves. They are driven individuals who consider themselves style leaders, and look for brands that set them apart and make them feel special. They strive for success and look for brands that say they are successful & knowledgeable. Premium products based on style and design are preferred purchase options in this group of early adopters and influencers. Danish fashion stands in high regard and Danish designers are seen as being innovative leaders. But how could we create a natural integration between our brand and designers?