2015 Winners & Shortlists

Creative Execution

A mobile strategy was chosen because of its ability to deliver a highly effective and dynamic rich media creative. To ensure that the campaign resonated with the right audience, Samsung had to be agile with its approach. Therefore, Samsung opted to create a first in-market dynamic creative on mobile to upsell the water and dust resistance proposition based on weather conditions of users who interacted with the ad. The highlight of the campaign was the context specific ad unit designed around the personal innovation empowering capabilities of Samsung Galaxy S5. The functionality of the device helped to define the creative structure as well as the dynamic location technology that was built into the ad unit and the way the ad was served. This smart ad unit was modified in real time using location data obtained in the ad call, receiving information about the users’ location from the device’s application.

Based on data received during the ad call, relevant rich media creative was served depending on weather conditions in Middle Eastern cities and areas such as Riyadh, Dammam, Bahrain, Jeddah, Jizan, Jubail, Taif, Najran, Mecca and Madina. Since many of these regions are affected by dust storms, a dust specific variation of the ad was included. The campaign outperformed the expand rate benchmark by over 30% and recorded more than 25,000 unique interactions with the rich media unit

The smartphone market is increasingly getting crowded with competitors launching products across price points. It was important for Samsung to break through the clutter to garner both adoption and mindshare. Therefore the campaign needed to be as innovative as the product itself. The newly launched Samsung Galaxy S5 had a number of innovative features including water and dust resistance. Samsung wanted to move past mere feature communication, and move toward human experiences where the new Galaxy S5 is underscored as empowering individuals to personally innovate within their lives with no compromises. The challenge here was to deliver these experiences in the most agile fashion as possible while showcasing the full spectrum of the S5 offering.