| Title | DESIGN YOUR TIME |
| Brand | SAMSUNG |
| Product/Service | SAMSUNG GEAR S2 SMARTWATCH |
| Category |
C06. Use of New Technology |
|
Entrant
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Idea Creation
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Additional Company
|
SAMSUNG ELECTRONICS Schwalbach/ Ts., GERMANY
|
Credits
| Andreas Pauli |
Leo Burnett, Frankfurt |
CCO |
| Helge Knieß |
Leo Burnett, Frankfurt |
CD |
| Christoph Riebling |
Leo Burnett, Frankfurt |
ECD |
| Benjamin Merkel |
leo Burnett, Frankfurt |
CD |
| Christian Urbanski |
Leo Burnett, Frankfurt |
Senior Copywriter |
| Thomas Koch |
Leo Burnett, Frankfurt |
Senior Art Director |
| Michael Fluhr |
Leo Burnett, Frankfurt |
Designer |
| Viktor Kislovskij |
Leo Burnett, Frankfurt |
Creative Technologist |
| Martin Krauter |
Leo Burnett, Frankfurt |
Managing Director |
| Pia Schuetz |
Leo Burnett, Frankfurt |
Account |
| Felix Schrader |
Leo Burnett, Frankfurt |
Social Media Consultant |
| Alexey Fedorenko |
Leo Burnett, Frankfurt |
Art Director |
| Alex Wagner |
Leo Burnett, Frankfurt |
Art Director |
| Anahita Khosravi |
Leo Burnett, Frankfurt |
Art Director |
| Anna-Katharina Glassner |
Leo Burnett, Frankfurt |
Art Director |
| Camilla Szillagyi |
Leo Burnett, Frankfurt |
Art Director |
| Christopher Bueers |
Leo Burnett, Frankfurt |
Art Director |
| Jelena Stamenkovic |
Leo Burnett, Frankfurt |
Art Director |
| Julian Windischmann |
Leo Burnett, Frankfurt |
Art Director |
| Robert Stoklossa |
Leo Burnett, Frankfurt |
Art Director |
| Sabine Koehler |
Leo Burnett, Frankfurt |
Copywriter |
| Serge Blechschmidt |
Leo Burnett, Frankfurt |
Art Director |
| Salome Thiel |
Leo Burnett, Frankfurt |
Art Director |
| Verena Seibert |
Leo Burnett, Frankfurt |
Art Director |
| Viktoria Geers |
Leo Burnett, Frankfurt |
Art Director |
The Campaign
For the launch of the new Samsung Gear S2 Smartwatch we created the first dynamic user generated watch face with a unique design for minute.
Campaign Success
We used the full spectrum of digital touchpoints to encourage Samsung fans to submit their watch face designs and interpretations during the campaign period.
Within just a few days, thousands of watchfaces were submitted.
In order to accomodate all other features of the Gear S2, we developed a dynamic watchface anchored in the operating system. Thanks to this special Gear S2 watch face, the 1.440 most creative submissions were shown accurately every minute.“
A completely new kind of content channel was created that unveiled a different watch face every minute, reminding people that time is what you make of it.
Describe the success of the promotion with both client and consumer including some quantifiable results
We created the first user generated content channel for smartwatch only.
Many Samsung fans took the time to get involved in the campaign, with thousands of images sent in over the first few days alone. Many designs, photos, and images were submitted and shared on Samsung’s Facebook channel, for instance, which can claim more than three million fans. This heralded a new era in terms of sales, too, giving Samsung a dream launch in Germany.
Explain why the method of promotion was most relevant to the product or service
For the launch of the new Samsung Gear S2, we made every minute of the day unique.
We used the full spectrum of digital touchpoints to encourage Samsung fans to submit their watch face designs and interpretations during the campaign period.
Within just a few days, thousands of watch faces were submitted. Then we picked out the 1,440 most creative designs and created a dynamic watch face anchored in the operating system. So the user generated watch faces were shown accurately every minute and reminder each user – time is what we make of it.
Germany’s largest Facebook community, the official Samsung Instagram channel, and a broad network of bloggers and influencers set the tone. The aim was to get everyone involved so that the first-ever user-generated watch face could become reality.