| Title | PAYWRESTLING |
| Brand | SAMSUNG ELECTRONICS |
| Product/Service | SAMSUNG GEAR S3 SMARTWATCH |
| Category |
C02. Live Shows / Concerts / Festivals |
|
Entrant
|
CHEIL WORLDWIDE Moscow, RUSSIA
|
|
Idea Creation
|
CHEIL WORLDWIDE Moscow, RUSSIA
|
Credits
| Mitya Yusov |
Cheil Russia |
Creative Director |
| Eldar Bikkinin |
Cheil Russia |
Digital creator |
| Tania Chepko |
Cheil Russia |
Agency Producer |
| Dmitry Shagov, Anna Ziganshina |
Cheil Russia |
Copywriters |
| Ekaterina Smygina |
Cheil Russia |
Strategic Alliances Director |
| Alexey Sivets, Artem Grigoriants |
Cheil Russia |
Brand experience managers |
| Evgenia Balabanova |
Cheil Russia |
Art Director |
| Elena Aristakhova |
Cheil Russia |
Account Manager |
The Campaign
To show how cool (quick, you don't need your purse or smartphone) is to pay with your smartwatch we invented Samsung PayWrestling.
"Pay" sounds almost like “drink” in Russian language.
Samsung PayWrestling is a sport game for real men, a kind of armwrestling where the loser pays for the boose in bar.
Campaign Success
We conducted a series of events in the most popular Moscow bars on Fridays where we installed these special wrestling tables with NFC terminals.
We invited everyone to these bars with the help of few popular Russian bloggers, who also had a chance to show their manliness and shared videos with their impressions about the event and Gear S3 smart watches in their blogs.
We shot a video showing the contents of these events and shared it in Samsung channels in social networks, calling users to show their brutality with photos as well.
Describe the success of the promotion with both client and consumer including some quantifiable results
5 mln. of real men (1/6 of active male population in Russia) became aware of Samsung Gear S3 smart watches.
Product page traffic +31K in comparison with month before activation.
Explain why the method of promotion was most relevant to the product or service
We organised a series of events in most popular bars in Moscow.
Through these events we stimulated interest of potential target audience towards a smartwatch Samsung Gear S3 - people were able to get a personal experience about Samsung smartwatch and its new exciting function - to pay with the help of the smartwatch.
Target audience - males, 20+, with income middle+ and high.
We came into the most popular Moscow bars on Fridays and installed wrestling tables. We integrated NFC payment terminal in these wrestling tables. The rules are simple: challenge a wrestler and defeat him. Once his wrist wearing Gear S3 smart watches touches the table your order is automatically paid by Samsung Pay in his Gear S3 watches – you get your drink for free.