2014 Winners & Shortlists

YOUNG FOLKS HOME

Silver
BrandSAMSUNG
Product/ServiceSAMSUNG GALAXY YOUNG
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryBest Fictional Program, Series or Film Where a Client Has Successfully Created a Drama, Comedy or Miniseries Around a Product or Brand
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Contributing Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Production Company BEIRUT WORKS, LEBANON
Production Company 2 FILMWORKS Dubai, UNITED ARAB EMIRATES

The Campaign

Our research showed that people with feature phones feel like they are aging before their time, because they are out of touch with the connectivity of contemporary life. The objective of the campaign was to migrate feature phone users to Samsung’s entry-level smartphone, the Samsung Galaxy Young. Our documentary-style Film showcased different treatment methods available to people in ‘The Samsung Young Folk’s Home’, and highlighted the versatility of the Samsung Galaxy Young by underlining its features and their benefits, from hash-tagging key words to watching your favorite sporting events. It used Egyptian humor and cast to connect with the people we needed to talk to: The Egyptian market represented 90% of our target audience. The Samsung Young Folk’s Home Film leveraged the ‘Youth’ DNA intrinsic to the Samsung Galaxy Young, while the format illustrated the feature-rich nature of the smartphone.

Results

Our Samsung Young Folk’s Home Integrated Campaign exploited both interactive and traditional media to showcase the features of the Samsung Galaxy Young. By employing touch-points across a 360 degree range of channels, the Integrated Campaign dramatized how people with feature phones can feel prematurely old at heart and pushed them to reclaim their youth by adopting the Samsung Galaxy Young. The Samsung Young Folk’s Home Integrated Campaign leveraged the ‘Youth’ DNA intrinsic to the Samsung Galaxy Young, while utilizing multiple, relevant channels of communication to engage and resonate with our target audience.

‘The Samsung Young Folk’s Home’ – an institution for the prematurely old at heart. The Samsung Young Folk’s Home Campaign offered different treatments for people who still used feature phones, and made them feel young again by introducing them to the Samsung Galaxy Young. The objective of the campaign was to generate interest and consideration in the Samsung Galaxy Young as evidenced by sales and online interaction.

The Galaxy Young instantly gained notoriety and permeated popular culture all while exceeding our Sales targets. Our online videos garnered over 3.8 million views. 233,567 people admitted themselves to our Facebook page, while our application received 496,264 visits and was installed 143,264 times. In addition, 55% percent of users used the app more than once.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Office
Peter Bidenko Leo Burnett Regional Executive Creative Director
Andre Nassar Leo Burnett Regional Executive Creative Director
Nabil Rashid Leo Burnett Creative Director
Rafael Augusto Leo Burnett Senior Art Director
Sunny Deo Leo Burnett Senior Copywriter
Zaid Alwan Leo Burnett Copywriter
Rayane Smayra Leo Burnett Agency Producer
Roy Khattar Leo Burnett Regional Communication Director
Celine Zabad Leo Burnett Communication Manager
Nic Chidiac Leo Burnett Head Of Strategy
Ivanka Fernandes Leo Burnett Planner
Ali Marashi Leo Burnett Planner
Jawad Rahme Leo Burnett Agency Producer
Sandra Merhi Leo Burnett Digital Delivery Manager
Sheni Meledath Leo Burnett Technical Lead Lead Dgital
Starcom MediaVest Group Additional company