2015 Winners & Shortlists

The Brief

Samsung wants to be positioned as a brand that launches more than just the latest, most advanced products, but a brand that launches people’s dreams and potential through its technology. As such, Samsung identified a specific target segment of aspiring filmmakers in the UAE and wanted to provide them with the opportunity to showcase their creative talent.

Describe how the promotion developed from concept to implementation

For the first time in the region, Samsung teamed up with the biggest, most prestigious film event in the Middle East – the Dubai International Film Festival to launch the Samsung Short Film Contest. This contest would give aspiring filmmakers the stage, the knowledge and the technology to bring their stories to the big screen and gain local recognition with an exclusive screening at the Dubai International Film Festival as well as international exposure at the 68th Cannes Film Festival.

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

Within a month, we created lots of buzz on social media. 460,831 people engaged through social posts. Our videos received 235,286 YouTube views. Overall, the campaign reached over 11 million on Facebook. Samsung Short Film Contest not only helped instill new talent in the Emirati film industry, it promoted the Galaxy Note 4 and more importantly, inspired people to launch their dreams. This campaign caught the attention of Dubai Tourism and has led to a collaboration between Samsung, DIFF and Dubai Tourism to launch – The Reel Dubai, a 2015 project to inspire filmmakers to share their perspectives about Dubai.

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

Samsung as a global leader in technology wanted to show its consumers how amazing things happen when people’s ambitions and their technology meet. This contest wasn’t just about gaining brand publicity and equity. It demonstrated how a Samsung mobile device, like the GALAXY Note 4 could be used as the perfect device to capture the creativity of aspiring filmmakers. This creates a win-win situation for Samsung as a brand, the GALAXY Note 4 and more importantly the aspiring filmmakers.