THE DUNBAR EDGE EXPERIMENT
| Title | THE DUNBAR EDGE EXPERIMENT |
| Brand | SAMSUNG ELECTRONICS NORDIC AB |
| Product/Service | GALAXY S7 |
| Category |
A02. Durable Consumer Goods |
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Entrant
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DDB STOCKHOLM, SWEDEN
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Idea Creation
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DDB STOCKHOLM, SWEDEN
|
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Media Placement
|
STARCOM Stockholm, SWEDEN
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PR
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WENDERFALCK Stockholm, SWEDEN
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Production
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MEDIAMONKS Hilversum, THE NETHERLANDS
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Additional Company
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MASSIVE MUSIC Amsterdam, THE NETHERLANDS
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Additional Company 2
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MEDIAMONKS Hilversum, THE NETHERLANDS
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Credits
| Joel Ekstrand |
DDB Stockholm |
Art Director |
| Nick Christiansen |
DDB Stockholm |
Copywriter |
| Jacob Sandström |
DDB Stockholm |
Account Director |
| Christian Westelindh |
DDB Stockholm |
Account Director |
| Susanne Ytterlid |
DDB Stockholm |
Account Manager |
| Patrick Willkorsz |
DDB Stockholm |
Planner |
| Mattias Coldén |
DDB Stockholm |
Agency Producer |
| Andreas Fabbe |
DDB Stockholm |
Digital Director |
| Sebastian Reinbring |
DDB Stockholm |
Graphic Designer |
| Steven McDonald |
DDB Stockholm |
Graphic Designer |
The Campaign
We created The Dunbar Edge Experiment – an interactive test that would help you pinpoint who your five most trustworthy friends really are. Building on Professor Robin Dunbar’s research we created situations that felt cinematic, and that made you really dig inside yourself to find the answer: If things were REALLY on the line – who would you call?
Creative Execution
To frame the experiment and give it more weight, we utilized Professor Dunbar’s research, Facebook and a series of cinematic scenarios we put you right in the middle of a high stakes situation. Who would lend you a serious amount of money? Who would lie for you? Who would you spend seven years alone with in space? Who would pick up the phone, no matter what time of day it was? Who could you trust with the whereabouts of very important secret documents? Who could you turn to – really turn to – in order to get out of trouble? Professor Dunbar introduced you to the dilemma at hand and then invited you to choose one of your Facebook friends to help save you.
The campaign was perceived to be original, entertaining and shareable. The campaign also strengthened the brand metrics significantly by improving Samsung’s association to high quality, design and most preferred brand. The campaign site had over 190 000 unique visitors, with an 84% reach in the target audience. Upon seeing the campaign, 30% reported to have searched for more information about the Galaxy S6 and the Galaxy S6 edge.
To reach a tech savvy target audience we needed to move beyond cool features. We needed to show what these features could really mean in your daily life. We needed to put emotions to the rational features, and make it personal to you. These days we all have friends upon friends upon friends online. But as our friendship circles grow, our five closest friends become even more important. This according to Robin Dunbar, professor at Oxford University, who has spent years studying and researching the field of social bonding.