Category C03. Native Advertising
Entrant JAMI Moscow, RUSSIA
Idea Creation JAMI Moscow, RUSSIA
Media Placement JAMI Moscow, RUSSIA
Production JAMI Moscow, RUSSIA
Name Company Position
Alexander Stratilatov JAMI New Business Director
Ilya Volkov JAMI Strategy Director
Lara Gryazeva JAMI Strategist
Ivan Dyachenko JAMI Creative Director
Anastasiya Dunaeva JAMI Copywriter
Vadim Ustyuzhanin JAMI Client Service Director
Dzhamilya Shayhutdinova JAMI Account Director
Gregory Rozanov JAMI Social Media Director
Vitaly Tsygankov JAMI Art Director
Mariya Kupriyanova JAMI Designer
Sergey Maslennikov JAMI PR Director
Artem Tsaregorodtsev Zebra Hero Creative Director
Elena Samoylova Zebra Hero Creative Producer
Dmitry Scherbakov Zebra Hero Creative Producer
Elnara Yalaltdinova Zebra Hero Copywriter
Yulia Frolova Zebra Hero Copywriter
Andrey Paukov Zebra Hero Film Director
Vladimir Vaulin Zebra Hero Film Director
Dimitry Kornienko Zebra Hero Motion Designer
Konstantin Melnikov Zebra Hero Producer
Alexandra Homich Zebra Hero Producer
Ekaterina Sutormina Zebra Hero Producer
Andrey Dementiev Zebra Hero Producer
Nataliya Agapova Zebra Hero Assistant Producer
Elena Podolskaya Samsung Mobile Russia Marketing Communications Lead
Svetlana Millina Samsung Mobile Russia Marcom and COOP Part Leader

The Campaign

We suggested our client to replace flight shows on the YouTube-channel with a full long-term platform. Idea: Samsung YouTube TV – a real television within YouTube, yet all the shows are chosen by viewers! The main feature of all Samsung products is full personalization. That’s why the viewers were given an opportunity to choose the shows for the channel by themselves.

Creative Execution

The teasers of nine different shows were issued as targeted pre-rolls on YouTube. If the viewer had watched the video till the end, that show gained +1 vote. Thus we managed to use the common media tool in an unusual format. In the begining we issued all the pre-rolls and channel's manifest. We did real-time monitoring of all the data coming from the viewers of pre-rolls and chose five shows for shooting. Starting from mid-September 2016 these shows started on Samsung Russia YouTube-channel. Examples of shows: 1. Clipmakers’ Battle Popular bloggers as video directors shoot video clips on smartphones for talented, but not yet popular music artists and bands. 2. “Chronicles of Paranoid” Series of short films “Chronicles of Paranoid” – ironical stories about the ways of changing our life throughout technologies. The main feature of this format – native product placement.

1) 40.000.000+ views, 630.000+ likes and 180.000+ new subscribers of the Samsung Russia channel. 2) 38.000.000+ reach (YouScan mentions base + succession between social networks + Agora Barometer), 44% of the Russian Internet users. 3) Samsung Russia was named No. 1 YouTube Brand by Subscribers, No. 1 YouTube Brand by Uploaded Video and the Fastest-Growing YouTube Channel in Russia (Source: Socialbakers reports, September & October 2016). 4) Current Samsung YouTube TV project (SYTV, Sep 1, 2016 - Dec 31, 2016, Russia) VS previous Samsung YouTube-channel project Battle of Bloggers 2 (BB2, Apr 10, 2015 - Jul 14, 2015, Russia) stats overview demonstrates that SYTV brought 6 times more views than BB2 and average view duration increased 2.2 times.

Target Audience: the millennials and Generation Z. We defined the topics, that were interesting to our target audience: travelling, games, music, technology, series, etc. Then we launched nine short pre-rolls, where famous bloggers pithed ideas of future shows to the audience. If the viewer had watched the video till the end, the show gained +1 vote. As a result, five shows got to the finals due to the number of views, duration of the view and the number of channel visits. The episodes of these shows were shot and issued on air. Every show had cross-media interactive communication with viewers.