2010 Winners & Shortlists

WHAT COLOR IS YOUR LIFE?

Short List
BrandSAMSUNG
Product/ServiceCORBY
EntrantSTARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
CategoryBest Use of Magazines/Newspapers
Entrant Company:STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Media Placement:STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

Since the launch of the campaign sales exceeded the forecast by 20%. Samsung witnessed an increase in unaided Awareness and most preferred brand by 14% and 150% respectively. Source for Sales data: Samsung SouRce for Unaided Awareness and Preffered Brand - Brand Index Samsung

Creative Execution

Explored creative ways to stand out of the clutter, and drive home the colour element of the phone in environments that this audience is more receptive to. Worked closely with publication house to create accessory segments with a colored theme page within the style segment of the magazine. Focused on key Fashion/Aspirational titles such as Ahlan, Ahlan Masala and Ahlan Arabic.

Insights, Strategy and the Idea

Samsung wanted to launch “Corby” a new phone in the youth segment. This segment is heavily cluttered where there is little or no distinction when it comes to features, style/design which put Samsung at a disadvantage against leading brands From research, we have identified that this audience is a keen observer of fashion and are driven/inspired by the latest in style. They tend to seek information on what’s new in fashion when it comes to colors and themes of the season, and take advice from reliable sources as they are more receptive to them. They are highly influenced by international brands. These young expressionists look to express themselves through color, which in turn helps them to stand out from the crowd and their peers. Drive the Color essence of the brand by positioning it as the must have fashion accessory of the season Partner with leading aspirational magazines to create contextual placement and product placement on the must have fashion accessory of the week.

Credits

Name Company Role
Manikandan Hari Starcom Media Director
Yajnesh Rao Starcom Associate Media Director
Raed Bou Hamdan Starcom Media Manager
Ghassan Khalash Starcom Media Executive