| Title | CALLAO DOMINATION |
| Brand | SAMSUNG |
| Product/Service | TECHNOLOGY |
| Category |
B05. Use of Ambient Media: Large Scale |
|
Entrant
|
CHEIL WORLDWIDE Madrid, SPAIN
|
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Idea Creation
|
CHEIL WORLDWIDE Madrid, SPAIN
|
|
PR
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CHEIL WORLDWIDE Madrid, SPAIN
|
|
Additional Company
|
LANDIA Madrid, SPAIN
|
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Additional Company 2
|
MCNULTY Alcobendas, SPAIN
|
|
Additional Company 3
|
DOOH Alcobendas, SPAIN
|
Credits
| Joaquín Espagnol |
Cheil Worldwide Spain |
Executive Creative Director |
| Alfonso Fernandez |
Samsung Electronics Iberia |
Corporate marketing director |
| Jaime Trapaga |
Cheil Worldwide Spain |
Creative director |
| Rodrigo Domínguez |
Cheil Worldwide Spain |
Creative |
| Elenita Hernández |
Cheil Worldwide Spain |
Creative |
| Jose Ortiz |
Cheil Worldwide Spain |
Business Lead |
| Mayte Fontán |
Cheil Worldwide Spain |
Account Manager |
| Alba Valiente |
Cheil Worldwide Spain |
Account Executive |
| Freelance for |
Freelance for |
Agency producer |
| Landia |
Landia |
Production company |
| Nico Cabuche |
Landia |
Production company |
| Alberto Lopez |
Landia |
Production company |
| Maxi Blanco |
Landia |
Director |
| Mcnulty |
Mcnulty |
Postproduction studio |
| DOOH |
DOOH |
Formats |
| Borja Cameron |
Samsung Electronics Iberia |
Marketing Manager |
| Luis de la Peña |
Samsung Electronics Iberia |
Marketing director |
| Younghee Lee |
Samsung Electronics Co. Ltd |
Executive vicepresident |
| Heesun Kim |
Samsung Electronics Co. Ltd |
Vice president |
| Kyungah Cho |
Samsung Electronics Co. Ltd |
Principal Professional |
| Woongki Kim |
Samsung Electronics Co. Ltd |
Senior Professional |
| Euijung Kim |
Samsung Electronics Co. Ltd |
Professional |
| Pio Schunker |
Samsung Electronics Co. Ltd |
Executive vicepresident |
| Sonia Chang |
Samsung Electronics Co. Ltd |
Principal Professional |
| YeJi Kim |
Samsung Electronics Co. Ltd |
Senior Professional |
| Taihai Kim |
Cheil Worldwide Korea |
Head of digital business |
| Jiyoung Suh |
Cheil Worldwide Korea |
Vice president |
| Sunbyoung Jun |
Cheil Worldwide Korea |
Global media director |
| Bruce Sung |
Cheil Worldwide Korea |
Sr. Account Manager |
Why is this work relevant for Media?
We wanted to do something notorious and immersive to present the Super Slow-mo camera. We didn’t want to create just any other billboard advert but really create something that seemed to interact with its surroundings in a way that has never been done before. Parkour was a fitting theme as it allowed us to really integrate the creativity within the context of this sport: the urban landscape.
We filmed using a custom-made stage of more than 24x7 meters proportionate to the dimensions of Callao’s 9 digital screens. This ensured that the freerunners’ slow-motion movements would fit perfectly within each screen.
Background
The Samsung Galaxy S9 is the most important annual launch for the brand and one of the most anticipated worldwide. It is the smartphone that demonstrates all the technological innovations that will lead the market during the year.
During its launch, the brand wanted to do something notorious and immersive, talking about the device’s newest feature, the Super Slow-mo camera. For this, Plaza de Callao, one of the busiest squares in the country was chosen. With its digital screens, it has become the Spanish equivalent of Times Square or Piccadilly Circus.
So how do we make people stand up and look at screens that are continually showing generic advertising from other brands?
Describe the creative idea/insights
S9 Super Slow-mo Parkour is the largest DOOH action ever made in Spain. An impressive visual effect in which several freerunners jump between screens and do slow-motion pirouettes on the 9 digital billboards in the square.
For the filming, a stage of more than 23 meters wide and 12 meters high was built – proportionate to the dimensions of Callao’s screens. This ensured that the freerunners’ slow-motion movements would fit perfectly on the campaign’s 9 screens.
An action that uses the digital billboards in a way never before seen in this square. Thanks to the immersive experience and the visual power of slow motion, it captured the attention of all those who passed by,
Describe the strategy
Samsung’s objective was to reach a target that is attentive to the brand’s new releases. The so-called "fanboys" of the Galaxy S, passionate about technology and innovation, they care about the benefits of a smartphone and are always up-to-date with market developments.
To reach them, an attractive theme was sought: Parkour. A movement that was born in the digital era, and thanks to mobile phone cameras, has become popular around the world. A piece that fits within the context of this sport: buildings and the urban landscape.
Describe the execution
It was implemented during the launch week in one of the busiest squares in Madrid at a time in which the target passes by and has time to stop and see it. Callao was chosen because it is located next to the largest Samsung Store in Spain, seeking to be impactful, create conversion and encourage direct purchase in the store.
List the results
The campaign had an international impact and other countries adapted the Spanish piece to their local markets. Over half a million impressions were achieved and users shared photos of the activation on social media.