| Title | SEVEN DAYS OF UNBOXING |
| Brand | SAMSUNG ELECTRONICS NORDIC AB |
| Product/Service | GALAXY S7 |
| Category |
B11. Launch / Re-launch |
|
Entrant
|
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
|
|
PR
|
WENDERFALCK Stockholm, SWEDEN
|
|
Production
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ACNE PRODUCTION Stockholm, SWEDEN
|
|
Additional Company
|
ACNE PRODUCTION Stockholm, SWEDEN
|
|
Additional Company 2
|
CHIMNEY Stockholm, SWEDEN
|
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Additional Company 3
|
TALENT GROUP Stockholm, SWEDEN
|
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 |
| Andreas Bengtsson |
DDB Stockholm |
Graphic Designer |
| Astrid Kowalczyk |
DDB Stockholm |
Digital Growth Manager |
| Giselle Almonacid |
DDB Stockholm |
International Account Director & PR |
The Campaign
Seven Days of Unboxing is a series of online films and a companion website that shows as much of the yet unlaunched Galaxy S7 to gather curiosity, without showing the actual phone. For six consecutive days we let different characters unbox the S7, and then portray what they had seen, to the best of their abilities. We then posted films of their versions to the public – one for each day leading up to the seventh day, which was the launch.
Execution
To create something that sparks momentum and gathers the attention of the target audience we wanted to give them something more than the rumors they had already read. We took the phenomenon of unboxing videos but executed them BEFORE the launch. We asked six different characters to unbox the Galaxy S7 in secret, and then portray what they had seen, to the best of their abilities. We filmed the whole progression and posted it day by day on social media platforms as well as on a campaign site, leading up to the seventh day – the launch.
The site had over 167 000 unique visits. That, and 1005 articles with quotes such as Forbes’ “Samsung’s move is a cunning PR stroke” and The Daily Mail’s “Samsung is harnessing the mystery to build up to the launch” created over 71 million impressions and eventually – a 200% increase in preorders.
The Situation
Any product launch is a revitalization of the brand. This is an ideal opportunity to create something that reaches the target audience through nonpaid media, leading them to a positive experience of the brand and the product.
The Strategy
The interest around a product peaks just before launch. This is the time when the consumers know (or think they know) the most about a product, without actually having seen it. We wanted to pick up on this momentum. We wanted to see what happened if we took something that usually happens after launch, and put that occurrence BEFORE the launch. We wanted to focus on nonpaid media, to keep with the unofficial feel – the product hadn’t been launched yet – and to create an organically circulated campaign.