| Title | HASHTAG-LOTTO |
| Brand | SAMSUNG SWITZERLAND |
| Product/Service | WW9000 |
| Category |
B03. Use of Social Platform(s) in a Promotional Campaign |
|
Entrant Company
|
LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
|
|
Advertising Agency
|
LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
|
Credits
| Axel Eckstein |
Leo Burnett Schweiz Ag |
Executive Creative Director |
| Martin Arnold |
Leo Burnett Schweiz Ag |
Copy Writer |
| Johannes Dörig |
Leo Burnett Schweiz Ag |
Art Director |
| Alba Rau |
Leo Burnett Schweiz Ag |
Graphics |
|
Ajmo Productions |
Online Production |
The Brief
Show the Swiss population, that Samsung is not only a key player in electronics and smartphones, but also offers superior home-appliances. For this purpose, we've used Samsung's wide-reaching social media channels and put the WW9000 washing machine at the center.
Campaign Success
Hashtag-Lotto: A lottery that, for the first time, was played via hashtag across all channels. This on Facebook, Twitter, Instagram and YouTube. The WW9000 was the prize and at the same time served as the lottery
drum. 6 video clips presented not only the drawings, but also the benefits of the WW9000.
The simple participation mechanism - posting #WW9000Lotto with a number - made for an enormous engagement and involvement.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign was seen on Facebook over 4'004'450 times. Average involvement rate: 11.8%. After the campaign hit, the WW9000 moved to 8th place of the most frequently accessed items on samsung.ch (formerly the 547th place). On their FB page one single post had the largest range with 32 '000 persons, of all previous posts. The most successful Twitter campaign by Samsung Switzerland. The most successful Facebook campaign by Samsung (on the second most successful Facebook page of Switzerland) with 251'000 fans.
Explain why the method of promotion was most relevant to the product or service
With a washing machine at the center of this promotional competition campaign, we've had broad participation by the social media groups eg. individuals connected with Samsung, the client. This campaign promotes that Samsung, mostly a key player in the electronics and phone sector, also has a broad range of home-appliances/white goods.