2013 Winners & Shortlists

The Brief

Samsung has not been perceived as a brand for artists and creativity. Apple has claimed that territory for years. The objective of our promotion was to change that perception by creating a sustainable platform that will not only support and promote local creativity, but also position Samsung Galaxy Note products as the ultimate tools for creativity. At the same time, we wanted to engage the public and get them to experience Samsung Galaxy Note products.

Describe how the promotion developed from concept to implementation

So we created canvas:collective. In collaboration with Mohammed Saeed Harib, the creator of the region’s first animated series FREEJ, we launched our pilot project to showcase the works of budding artists from across the Middle East. Using t-shirts as the canvas, unique designs were created on Galaxy Note products. They were then printed and sold online and at road shows – with all proceeds donated to a local charity, SocialBandage. We also engaged the public to be part of the canvas:collective label by getting them to create their own t-shirt designs.

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

The response was almost immediate. Within the first week of the launch, our micro site received orders for over 720 t-shirts from across the GCC countries. This meant more than 70 wheelchairs will be donated. The campaign received over 217,000AED of free media coverage. There was also a 51% increase in the sales of Galaxy Note products (compared to previous months). And although the campaign is currently ongoing, we are already in discussions with the client on what our next collaborative project for canvas:collective will be.

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

To associate Galaxy Note as a product category with creativity, we first needed to create a stage for creative minds to express themselves. canvas:collective provided that opportunity. By using Galaxy Note products as the tools, t-shirts as the canvas and budding artists as the talents, we were able to not just show consumers the capabilities and functionalities of the products. We got them to experience the products for themselves and be part of our campaign to support local creativity.