2016 Winners & Shortlists

Creative Execution

To create desire for the phone and fame for the brand we decided to reach the most active target on social media to help us amplify the phone and its differentiated features through a competition in •Low light Photography or Videography •Design •Super Charging Power •Super Performance #NextIsYou went viral & trending Facebook canvas application was created for the competition Seeding campaigns took place during the first phase Online countdown content was created to raise the hype. Social banners were created and shared on different websites Cover photos leveraging on the 4 different challenges were shared on Facebook & Twitter

Number of submissions per challenge were: 599 78% responded with a ‘Yes’ out of a pool of 1,404 voters (Source: Agency Digital Survey) when asked if they would consider the phone as a result of our communication. Samsung mobile witnessed market share increase (Average of 2.8%) •Jordan: Market share increase by 2.2% (Source: Client Data) •Lebanon: Market share increase by 4.4% (Source: Client Data) •IRAQ: Market share increase by 2% (Source: Client Data) Within approximately 37 days of the launch of the challenge, Facebook followers increased by 92,045 follower and Twitter increased by 6,767 followers (Source: Facebook and Twitter Insights).

Samsung was launching the Galaxy S6 and Galaxy S6 Edge with ambitious sales targets t0 compensate the humble sales performance of the S5 and the S4. Our challenges were -Creating the desire to buy Galaxy S6 and Galaxy S6 Edge -Solidifying Samsung's relationship and its brand image with the youth to increase brand attachment We understood the energy and the attitude of Samsung and we found screaming similarities between the phone and the youth we wanted to create a better relationship and do business with. Just like the phones, our target seeks individuality, they are talented, different, creative and full of ideas, they don't settle and aren't satisfied with the comfortable, they push the boundaries of expression, talent, creativity and inspiration, they are the trendsetters. Their talents are hidden because they can't find the platform to showcase them, or because they are not encouraged to share what's different and unique about them in the middle of the chaos and negativity surrounding the Arab world.