2014 Winners & Shortlists

The Brief

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.

Creative Execution

Our ‘Periodic Table of Apps’ displayed all the elements people needed to feel young. Each ‘element’ on the Periodic Table was in fact a QR code. Once scanned, these QR codes would immediately take users to the download page for that specific app, allowing them to experience the seamlessness of smartphone technology and further explore the over 800,000 applications on the market. The Samsung Young Folk’s Home Periodic Table of Apps leveraged the ‘Youth’ DNA intrinsic to the Samsung Galaxy Young, while its interactive execution promoted experiential participation from our target audience.

Describe the creative solution to the brief/objective.

Solution: ‘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.

Results

Our achievement on the Facebook App from both visitors to engagers was record breaking due to the amount of visitors we received, in part thank to the Periodic Table of Apps and its QR Codes. We received 496, 264 visitors. More than 30% of visitors engaged with the app by installing it and 55% of users attempted the app at least twice. Such figures demonstrate excellence in execution (creative and tech) as well as spot-on media planning, audience-targeting and budget usage. Over 233,000 fans were acquired across our Facebook pages.