Brand | SAMSUNG |
Product/Service | SAMSUNG GALAXY YOUNG |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Entrant Company
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Agency
|
STARCOM MEDIAVEST GROUP 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.
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.
Success of the Campaign
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.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
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.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Peter Bidenko |
Leo Burnett |
Regional Executive Creative Director |
Jean Traboulsi |
Leo Burnett |
Managing Director |
Nabil Rashid |
Leo Burnett |
Creative Director |
Rafael Augusto |
Leo Burnett |
Senior Art Director |
Sunny Deo |
Leo Burnett |
Senior Copywriter |
Roy Khattar |
Leo Burnett |
Regional Communication Director |
Celine Zabad |
Leo Burnett |
Communication Manager |
Nicolas Chidiac |
Leo Burnett |
Head Of Strategy |
Ivanka Fernandes |
Leo Burnett |
Planner |
Rayane Smayra |
Leo Burnett |
Agency Producer |
Jawad Rahme |
Leo Burnett |
Agency Producer |
Andre Nassar |
Leo Burnett |
Regional Executive Creative Director |
Zaid Alwan |
Leo Burnett |
Copywriter |
Sandra Merhi |
Leo Burnett |
Digital Delivery Manager |
Sheni Meledath |
Leo Burnett |
Technical Lead Lead Dgital |
Ali Marashi |
Leo Burnett |
Planner |
Sarah Abdullah |
Leo Burnett |
Head Of Tv Production |