Title	PERFECT HANDWRITING WITH S PEN
Brand	SAMSUNG ELECTRONICS
Product/Service	GALAXY NOTE 4
Category	A05. Innovative Technology for Mobile
Advertising Agency	MOBILIKE Istanbul, TURKEY
Media Agency 2	STARCOM MEDIAVEST GROUP Istanbul, TURKEY
Entrant Company	STARCOM MEDIAVEST GROUP Istanbul, TURKEY
Media Agency	STARCOM MEDIAVEST GROUP Istanbul, TURKEY

Name	Company	Position
Ayşe Gürel	Starcom Mediavest Group	Associate Digital Director
Mert Küçükçolak	Starcom Mediavest Group	Senior Digital Planner
Burak Kargın	Starcom Mediavest Group	Associate Media Director
Neslihan Akın	Samsung Electronics Turkey	Digital Marketing Manager Assistant
Caner Yörükoğlu	Samsung Electronics Turkey	Digital Marketing Manager
Şule Bülbülkaya	Samsung Electronics Turkey	Marketing Communication Manager/Mobile

Creative Execution

On the Galaxy Note 4 launch campaign, we targeted iPhone users and gave them an example of the note taking experience using their own handwriting. The mobile users on the pages we detected were shown a pop up rich media banner. Through our handwriting recognition technology, we identified the relevant handwriting characters to mobile users writing letters on the page. We showed the user the most similar handwriting according to their writing style. We converted all the text on the mobile page to their handwriting with the message that the Note 4 users can do this natively, whenever they want.

With our campaign, to 59.697 users the power of their handwriting was revealed and we interacted with 101.315 people. In the campaign that we provided the S Pen privilege to mobile users, we received 3.91% CTR.

Mobile users who keep up with the latest technology are bounded by digital character limits. We know that our S Pen is generally larger and has more features than a finger. So, we want to target the iPhone users, who cannot exceed the digital character limits, to make them living experience through their own handwritings. The handwriting of a person can tell much about that person. In some cases, to learn more about someone just a look at his handwriting will be enough. Inspired from this point of view, Samsung, in order to introduce its new product Galaxy Note 4, which enables mobile users to see the real pen alike digital handwriting experience via its S Pen, a mobile rich media ad campaign was created. Samsung created a rich media campaign for its new product Galaxy Note 4 which enables mobile users to live a real-pen-alike digital handwriting experience via its S Pen. iPhone users were targeted and shown a letter and a blank space. They were asked to write specific letters. Through the handwriting recognition technology, their relevant handwriting characters were identified and the most similar handwriting according to user’s writing style was shown. All texts on the mobile page were converted to user’s handwriting and gave the message that the Note 4 users could live this experience any time they want.