Brand | SAMSUNG |
Product/Service | SAMSUNG GALAXY YOUNG |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Best Integrated Content Campaign |
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
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 |