2018 Winners & Shortlists

The Campaign

INSIGHT Working millennials have big dreams. Yet 92% don’t achieve them. One of their biggest challenges is, they don’t always have a clear picture of what they want to do. Besides writing down your dreams, there is nothing more powerful than actually seeing yourself achieving it. Research shows that 86% of people who visualize their aspirations and make them publicly known, are more likely to make them happen. IDEA We launched an integrated campaign that invited people to see themselves living out their future achievements on one of the largest outdoor billboards in the UAE – to inspire them to #DoBiggerThings. Using the Galaxy Note8, a team of artists visualized people’s written aspirations into individualized portraits. This was shared with participants on social media and then put up on our billboard in different phases. Finally, we shared the stories of selected participants taking steps towards realizing their dreams.

Creative Execution

On 7th September, we launched with a blank canvas on our billboard with #DoBiggerThings and a URL to ignite curiosity. Social media influencers and brand channels then invited people to share their aspirations and be part of our billboard. Shortlisted entries were visualized by artists using the Note8 into individual portraits showing participants living out their dreams. This was shared with them on social media, then printed and put up on our billboard in phases; changing over time as more people joined. This process was repeated every week for over a month before finally revealing the Note8. Throughout the campaign, we also used Radio, PR, microsite and sponsored posts to create buzz and shared content showing our artists creating the portraits, highlighting features of Note8. Lastly, from end of October, we created stories of selected participants taking steps towards realizing their dreams. This was shared and amplified on social media.

By involving our target audience in the creation of our billboard and getting them to define the very message we wanted to get across, this not only made consumers relate more to the campaign, it resulted in a much higher involvement and response. In the end, with just half the budget of the previous launch, we achieved 100,776,426 reach/impressions, 7,733,312 engagements and gained a 230% increase in Click-Through-Rates (from 3.86% to 8.5%), resulting in 7x more participation with over 5,100 entries – of which 20% came from iPhone users. Based on a report by Nielsen, which measured Samsung’s ‘Proud-To-Own’ (PTO) Index across global Samsung markets, this campaign resulted in a significant rise in our brand affinity ranking – going from 17th (2016) to 6th (2017) – reflecting a stronger emotional brand connection (brand love) with consumers in the UAE.

This campaign was launched using multiple media platforms, with each channel complementing and building on each other to communicate our message, drive engagement, demonstrate product benefits, and more importantly increase brand affinity. From Social Media (Facebook, Instagram, Twitter and YouTube), Digital (microsite and sponsored ads) and Influencers, to Radio, PR and Out-Of-Home Media (utilizing one of the largest billboards in the UAE), we created a journey that not only involved consumers in the very creation of the campaign, it also inspired them to become the very definition of the message we wanted to get across.

To maximize participation and engagement, we launched our billboard in different phases and devised a communication strategy that reached out to working millennials (25-38 y.o.) based on their habits. Knowing how most of them are on social media and follow influencers, we used influencers and our brand channels, Facebook, Twitter, Instagram and YouTube to launch the campaign. This included sponsored ads, videos and posts. Supported by a Microsite, Radio (multiple stations) and PR (digital publications) to amplify and generate more participation. In each phase, once the selected entries were visualized by artists, we printed the portraits and put them on our billboard along the busiest highway in the UAE, where our target audiences commute daily. This process was repeated for over a month and when the entire billboard was completed, we revealed the Galaxy Note8. Then we selected participants and showcased stories of them taking steps towards realizing their dreams.