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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Our achievement on the Facebook App from both visitors to engagers was record breaking where we received around 496, 264 visitors in part thanks to our activation. 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. Such figures demonstrate excellence in execution (creative and tech) as well as spot on media planning, audience-targeting and budget usage.

Explain why the method of promotion was most relevant to the product or service

Our Samsung Young Folk’s Home Emergency Response Van would wait for someone to request an intervention on behalf of a friend who still used a feature phone. It would then go to the appropriate (and often busy) public location, where the Van Crew would escort the feature phone user into the Van for treatment. The fully-branded Van drove people to the Samsung Facebook page. The Samsung Young Folk’s Home Emergency Response Van Activation leveraged the ‘Youth’ DNA intrinsic to the Samsung Galaxy Young, while its disruptive execution motivated the public to film and share the interventions online.