| Title | BACKBOOK |
| Brand | SAMSUNG |
| Product/Service | SMARTPHONES |
| Category |
A04. Use of Merchandising/in-Store Experience |
|
Entrant Company
|
CHEIL SPAIN Madrid, SPAIN
|
|
Advertising Agency
|
CHEIL SPAIN Madrid, SPAIN
|
|
Production Company
|
WE WORK FACTORY Madrid, SPAIN
|
|
Production Company 2
|
4D ESCENOGRAFíAS Madrid, SPAIN
|
Credits
| Breno Cotta |
Cheil Spain |
Executive Creative Director |
| José Vilar |
Cheil Spain |
Creative Director |
| David Ricoy |
Cheil Spain |
Creative Director |
| Mercedes Laso |
Cheil Spain |
Copywriter |
| Ana Del Valle |
Cheil Spain |
Art Director |
| Juan Luis Poza |
Cheil Spain |
Art Director |
| Yann Baudoin |
Cheil Spain |
Account Director |
| Sandra Pérez |
Cheil Spain |
Account Executive |
| Alfonso Fernández |
Samsung Spain |
Head Of Corporate Marekting |
| Ildefonso Tebar |
Sasmung Spain |
Integrated Mk Comunication Manager |
| Noé Vázquez |
4d Escenografías |
Production Designer |
| Alfonso Gutierrez |
We Work |
Post Production |
The Brief
The customer is faced with a problem:their mobile devices have a readmode that very few people know or use,thus missing an opportunity in the market for e-readers. It enables us to promote this way in a different way, providing a value to the user.Entering the market e-readers, we´re faced with one major problem: e-books offer many advantages but people missing things of traditional reading. To solve this, we wanted to return the magic of reading, which had removed the digitization.That´s how we decided to include QR/NFC technology in classic book format,to give the user the best of both worlds
Campaign Success
To create a new product that solves a market need (rivalry between traditional books and e-books) to communicate the benefit of another product, makes both the brand and the main product itself, to take force, since they generate value and get the user to reinforce the message:"Samsung devices boast a read mode, therefore I do not need an e-reader".
We implement the promotion both in physical Samsung stores and on its official website.
We launched the communication in December and continued until the end of February.
Describe the success of the promotion with both client and consumer including some quantifiable results
The results of the campaign were :
We bring added value to the brand´s mobile devices 42% increase in sales of the Note 4.
10.000 books downloaded in less than five days.
Explain why the method of promotion was most relevant to the product or service
We create a new product that blends the best of traditional reading and the best
e-book, to encourage the sale of Samsung mobile devices. To achieve higher sales and taking advantage of BackBook, we have create a unique and exclusive collection of Classics of the Literature that you could get with the purchase of a product from the range Galaxy, a promotion that allows the brand entering a new market, the e-readers market and generate unique content.
A promotion that communicates the benefit of unknown "reading mode" through a new product/format, since we develop the promotion into something more than a method of sale, we manage to give a new value to the brand devices, becoming something more than smartphones, also becoming e-readers.