2015 Winners & Shortlists

Results and Effectiveness

The campaign built brand equity, positioning GALAXY S5 as a companion that compliments their lifestyle and helps them stand out. It generated a social media reach of 6.21 Million. With outdoor media and online media combined, the campaign reached over 30 Million people. We also received social media posts from fans expressing their love for Samsung and GALAXY S5. It has also been credited for enabling Samsung to secure its position as the UAE’s Best Brand according to YouGov’s Annual BrandIndex Buzz Rankings as stated in the Gulf News article ‘Top 10 brands for buzz in the UAE revealed’.

Creative Execution

A giant 3D digital outdoor installation was erected on Sheikh Zayed Road. We reached our target audience through Facebook and Twitter, their favourite social media channels. We created a fun Facebook competition where we invited people to upload their ‘selfies’ for a chance to be a star for 2 days on the giant GALAXY S5 outdoor installation for all of Dubai to see. This enabled them to actively participate in the campaign and spread the word. It allowed us reach young adults who crave attention, are active in social media and are more inclined to share ‘selfies’. To give the campaign an extra boost, we partnered with RJs on Dubai’s most popular radio station and sent press releases to strategic publications to increase awareness amongst our target audience and get everyone talking about the SAMSUNG GALAXY S5, and of course the SUPER SELFIE.

Insights, Strategy and the Idea

Our objective was to spread awareness about the launch of the GALAXY S5. We wanted to connect with UAE residents, targeting those who are active on social media and have greater online reach—primarily young adults ages 15-35. We wanted to influence their perception of the device and build brand attachment, positioning the GALAXY S5 as a cool companion that allows people to share life’s exciting moments. Because this smartphone helps you express yourself, we wanted to create a special outdoor campaign that allowed people to do just that. We gave everyone the chance to showcase their ‘selfies’ and on the big screen, the display of a giant GALAXY S5 installation on Dubai’s main highway. This gave way to an unusual online-offline outdoor campaign fuelled by social media participation. We invited people to upload their ‘selfies’ for a chance to be a star for 2 days with the GALAXY S5.