| Title | SAMSUNG HEARING HANDS |
| Brand | SAMSUNG ELECTRONICS TURKEY |
| Product/Service | SAMSUNG VIDEO BASED CALL CENTER FOR HEARING IMPAIRED |
| Category |
A01. Use of Promotional Events & Stunts |
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Entrant Company
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LEO BURNETT ISTANBUL, TURKEY
|
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Advertising Agency
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LEO BURNETT ISTANBUL, TURKEY
|
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Media Agency
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STARCOM MEDIAVEST GROUP Istanbul, TURKEY
|
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Production Company
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DINAMO ISTANBUL, TURKEY
|
Credits
| Oktar Akın |
LEO BURNETT İSTANBUL |
Creative Director |
| Emrah Akay |
LEO BURNETT İSTANBUL |
Creative Director |
| Aren Selvioğlu |
LEO BURNETT İSTANBUL |
Creative Group Head |
| Öykü Berberoğlu |
LEO BURNETT İSTANBUL |
Creative Group Head |
| Sezgin Rızaoğlu |
LEO BURNETT İSTANBUL |
Copywriter |
| Deniz Çavdar |
LEO BURNETT İSTANBUL |
Copywriter |
| Roda Sezer |
LEO BURNETT İSTANBUL |
Vice President |
| Meltem Gençkırlı |
LEO BURNETT İSTANBUL |
Account Director |
| Gözde Attila |
LEO BURNETT İSTANBUL |
Account Supervisor |
| Sevinç Öktem |
LEO BURNETT İSTANBUL |
Agency Producer |
| Erman Karahisarlı |
LEO BURNETT İSTANBUL |
Agency Producer |
| İsmail Seval |
LEO BURNETT İSTANBUL |
Planning Director |
| Berkant Avcı |
LEO BURNETT İSTANBUL |
Planner |
The Brief
Our objective was mainly to change people’s mind that say; “Samsung is a quality brand but it’s away from society. Samsung just sells products”. We want them to say, “Samsung cares about all people and create solutions.” We wanted people to build empathy for the deaf people and show the true difference that removing an obstacle from a their life makes. By doing that, we wanted to lead by example and ignite a change in the attitudes and behaviors towards the disabled people.
Campaign Success
Upon the completion of the infrastructure of the video center, we arranged an act to announce it. With the help of the Society of Deaf People, we decided to pick Muharrem for our surprise stunt. We organized training sessions for the people that would appear in our stunt. After a month of preparation period, the act was staged with the help of Muharrem’s sister. We recorded every step with hidden cameras. Then we posted the video of it on Samsung Turkey’s Facebook page. That was all we needed to do to succeed. The video immediately went viral through different channels without any significant media boost.
Describe the success of the promotion with both client and consumer including some quantifiable results
Video reached 17 million people with 8 million views on Facebook (Facebook, 2015). Campaign got 232 million impressions on Twitter in total and organically became 6th on Trending Topic List of Turkey. Campaign was iewed 32 million times on YouTube with a positive sentiment score of 96% (Somera, 2015).
Many global channels including Times, Independent, Huffington Post, shared the campaign on their websites and social media accounts. The campaign reached the 2nd spot on BuzzFeeds trending videos list (Cohn&Wolfe, 2015).
Most importantly, after the campaign Grand National Assembly of Turkey decided to review three different projects for deaf citizens http://bit.ly/1xuWr8Q).
Explain why the method of promotion was most relevant to the product or service
This act was created to launch a service for Samsung. The neighborhood who learned sign language through one month training is not only the social audience but also the actors who take part in the stunt. The feeling of the empathy and the genuineness of this act created a huge social audience. We did not only activate the new service but also we succeeded in creating a change in the behaviors of the society.