2013 Winners & Shortlists

The Brief

We had a few objectives for this promotion. The primary objective was to create awareness of Samsung's charity Hope for Children and their objective to renovate a school through proceeds from the Amman International Marathon. To do this they needed to increase participation in the Marathon by at least 1000 runners. Secondary objectives included creating participation through Samsung facebook page and gaining more fans as well as working with a low budget (so that more money could go towards the charity). They also wanted the idea to revolve around a digital application that was like a game.

Describe how the promotion developed from concept to implementation

We came up with the idea of translating the donations to bricks, thus visualize the contributions of the runners. We knew people wanted to help but were also too lazy to run, but that they could provide us with something of equal value, their friends. We invited them to the application and asked them to invite their friends spreading awareness of the application, the marathon and the cause. We added leaderboards and a method of checking the competition's contributions to give it the feel of a statistics based game.

Describe the success of the promotion with both client and consumer including some quantifiable results

We engaged 1603 fans and we gained 6000 new fans on the Samsung Levant page. Most importantly though, we gained 1500 new runners, increasing the participation from last year by 21% and gaining 150% of our objective.

Explain why the method of promotion was most relevant to the product or service

This method was relevant because it allowed people to get involved while putting in the minimum amount of effort. By inviting their friends, we had more potential runners aware of what we were doing. We also included prizes and leaderboards to push people to get more involved. This way even if they weren’t interested in the charity they were interested in winning, either for respect or for physical prizes. It was also cheap to develop and allowed us to engage a wider audience, as well as gain fans on our page.