2013 Winners & Shortlists

Results and Effectiveness

Instead of talking about SmartTV, we extended feature trial to the internet and allowed users to experience it, contributing to an 18% MOM increase in SmartTV unit sales accompanied by 35% increase in social media mentions. The banner interaction rate of 10% was twice higher than the Middle East benchmark. While 5 in 10 in the Middle East would allow a banner to expand, 9 in 10 gave us permission to access their personal camera and engage. Users spent 2 minutes on the banner waving 5 times on average. Did you know people wave more right than left?

Creative Execution

Somewhere in Seoul, a Samsung engineer gave birth to the idea “what if the person was the remote?” Today – on sites like Yahoo!, CNET, GQ and Vogue – our banner dares the user to give up the mouse and instead wave to navigate content and explore Samsung’s SmartTV features. Just the way Samsung eliminated the need for a remote, we did the mouse. In the world’s first motion-controlled banner, users were enticed to switch on their camera. As they saw themselves they used hand gestures to navigate through SmartTV features as if they were actually using one. The banner prompted users to experience SmartTV apps and gave them a flavor of how it would feel to watch a YouTube video on SmartTV. We brought the evolution of a remote-free TV experience to the internet and triggered a need statement, “this could be daily life!”

Insights, Strategy and the Idea

Picture this. You’re the brand manager for the number one brand globally as per the Customer Loyalty Engagement Index for 2013; Samsung. Your mission is simple, launch a TV so smart it can zap channels if you wave your bare hands, so smart it can tweet your vote as you watch the X factor or Skype your grandma back home from the 55” screen. You quickly realize the challenge is not launching a new TV set - you’re asking well trained couch potatoes to change the way they consume TV. You’re asking them to start talking to, waving at and interacting with the most ignored member of any family. How are we planning to show them this technology? Bombarding users with feature-led communication, you’re bound to fail. Our idea is inspired by Samsung, match the product dare by changing the way people interact with the internet.