2014 Winners & Shortlists

YOUNG FOLK'S HOME

BrandSAMSUNG
Product/ServiceSAMSUNG GALAXY YOUNG
EntrantLEO 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

Name Company Role
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