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 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.

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

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.