2014 Winners & Shortlists

YOUNG FOLKS HOME

Short List
BrandSAMSUNG
Product/ServiceSAMSUNG GALAXY YOUNG
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategorySocial Media
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

Results and Effectiveness

Our achievement was record breaking on our Facebook app. We received around 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. We also acquired 233,567 fans on our pages. The Facebook campaign performed extremely well, especially in Egypt where the number of fans acquired reached 147,842 fans from flyer ads alone. Such figures demonstrate excellence in execution (creative and tech) as well as spot on media planning, audience-targeting and budget usage.

Creative Execution

Our Samsung Young Folk’s Home Emergency Facebook App gave people the opportunity to interact online with a Samsung Young Folk’s Home Doctor. By presenting a series of interactive questions, the Doctor was able to determine whether users were prematurely old at heart and in need of treatment, and could then prescribe the Samsung Galaxy Young as the appropriate cure to their ailment. The Samsung Young Folk’s Home Facebook App leveraged the ‘Youth’ DNA intrinsic to the Samsung Galaxy Young, while engaging people via a one-on-one format that extolled the benefits of the smartphone.

Insights, Strategy and the Idea

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. ‘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.

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
Sandra Merhi Leo Burnett Digital Delivery Manager
Sheni Meledath Leo Burnett Technical Lead Lead Dgital
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