SAMSUNG CHEF COLLECTION POLAND
| Title | SAMSUNG CHEF COLLECTION POLAND |
| Brand | SAMSUNG |
| Product/Service | CHEF COLLECTION KITCHEN APPLIANCES |
| Category |
F01. Mobile Advertising |
|
Entrant Company
|
INMOBI London, UNITED KINGDOM
|
|
Media Agency
|
STARCOM WARSAW, POLAND
|
Credits
| James Farndale |
InMobi |
Creative Director |
| Astrid Salas |
InMobi |
Junior Art Director |
| Lucjan Exner |
InMobi |
Account Director/Brand Advertising - Poland |
| Catherine Nyo |
InMobi |
Lead Developer |
| Tomasz Jankowski |
Starcom Poland |
Digital Manager |
| Karolina Skalik |
Samsung |
Online Marketing Specialist |
Creative Execution
To showcase Samsung's product range, a virtual showroom was translated for rich media creative on mobile. The creative let users choose between watching an introductory video about the collection or designing their own virtual kitchen. The virtual kitchen simulated a gourmet workspace with Samsung products. Users could click on a plus sign to learn more about every product and could also design the virtual kitchen interiors by changing paint colours, flooring, and shelves. Finally, users could land on the website to learn more. The campaign targeted users connected to Wifi to ensure seamless video and visual simulation loading.
The campaign proved to be a real success with a spectacular click-through rate of 7.5%. Samsung's campaign achieved more than 600,000 impressions, and nearly 50,000 people clicked on the ad to engage with it. Through mobile, Samsung created an engaging campaign to communicate how smart living can meet great design, and successfully flaunted the personified insight of world's 3 most renowned chefs.
To indulge everyone's inner gourmet, Samsung launched the Chef Collection, a range of kitchen appliances designed in collaboration with world renowned chefs. The strategic objective of this campaign was to introduce the new Chef Collection kitchen appliances to users in Poland. Samsung was looking to target people above 25 years of age in Poland, including niche audiences like household decision makers, and cooking & food enthusiasts. The campaign also targeted mobile apps with lifestyle content. The goal of the campaign was to reach Polish premium consumers who are well educated, cooking enthusiasts, and design and technology seekers who want to upgrade not only their kitchen but also culinary experiences to a pro-level. The target audience would believe that the kitchen is not just a place for preparing meals, but the expression of someone's passion for cooking and styling, so they are interested in buying best in class products.