2013 Winners & Shortlists

Results and Effectiveness

During the 3 month campaign, 48 million* viewers tuned in religiously every week to watch the show. The program ranked #1 capturing 37 ratings, for perspective the next program that ranked 2nd only managed to deliver 20 rating points. The Predict the Winner application was among the most viewed application on Android devices, with 9,945 downloads predicting the winners and getting the results in real time! We were also able to contribute to over a 500,000** increase in Samsung's Facebook fans and experienced a 220%*** increase in social mentions on the specific product categories integrated within the show.

Creative Execution

The Voice was the perfect platform to make consumers imagine the possibilities of Samsung devices within the natural environments of their favorite reality stars. Samsung devices were at the heart of the show’s emotional connection with consumers, contestants and their families. TV's were part of every act and mobiles were part of every moment. Either by connecting contestants with their families, capturing a special moment or simply enjoying a relaxing minute with a game of angry birds. Even when it was time for some serious rehearsals, Samsung tablets were used to showcase the songs while Samsung's allshare feature enabled simultaneous viewing across multiple devices. Consumers were also encouraged to vote and participate using Samsung’s predict the winner app through facebook and twitter social pages. Every feature of each product was naturally amplified, capturing real moments of a show that was bringing promising upcoming stars to the Arab world.

Insights, Strategy and the Idea

We imagined a day when technology would enable deeper experiences and connections with others. The information age has transformed the way humans behave both with themselves and with others around them. Multi screens and devices are embedded in people’s day to day lives but it’s not the devices that are able to create these experiences but rather the ecosystem that allows these devices to communicate with one another. Samsung wanted people to imagine the possibilities by showing them how technology could enhance life through the functionality of its devices in real-time on a hit reality show called “The Voice”. For the 1st time a relevant brand was integrated into the natural story-line of a program to help facilitate communication with the outside world and help aid improvement and competitive advancement for the contestants - unlike the typical forced FMCG product placements that have become the norm in MENA.