Advertiser: SAMSUNG
Agency: 72ANDSUNNY
Category: Copywriting
Brand Manager: Andy Silva (72andsunny)
Lead Designer: Brandt Lewis (72andsunny)
Executive Creative Director: Jason Norcross (72andSunny)
Creative Director (Writer): Barton Corley (72andSunny)
Business Affairs Manager: Christina Rust (72andsunny)
Business Affairs Director: Christine Claussen (72andsunny)
Brand Coordinator: Nadia Economides (72andsunny)
Chief Executive Officer: John Boiler (72andSunny)
Director Of Film Production: Sam Baerwald (72andsunny)
Senior Designer: Tim Semple (72andsunny)
Executive Creative Director: Frank Hahn (72andSunny)
Lead Designer: Jake Kahana (72andsunny)
Group Brand Director: James Townsend (72andsunny)
Senior Film Producer: Nicole Haase (72andsunny)
Lead Writer: Patrick Maravilla (72andsunny)
Senior Film Producer: Angelo Mazzamuto (72andsunny)
Lead Writer: Jeff Gonick (72andsunny)
Brand Manager: Jomo Hendrickson (72andsunny)
Business Affairs Coordinator: Michael Moronez (72andsunny)
Campaign Description
In 2012, Samsung’s Galaxy SIII was the most innovative smartphone on the market. Yet they weren’t getting credit for it because Apple was still seen as the category leader. In order to elevate our leadership position in the category, we needed take on the perceived category leader. Our goal was to reframe the cultural conversation. Take it from “Apple vs. Android” to “Apple vs. Samsung.”On the heels of Apple’s most anticipated phone launch ever, the iPhone 5; we saw an opportunity to steal the spotlight away from Apple. We would grab headlines by letting people know that the most innovative cellphone on the market was already here.
Implementation
Phase 1: Beat Apple out of the gate.Summer gave us the head start we needed to get people acquainted with the Galaxy SIII. Our broadcast and digital film work used humorous and provocative “slice of life” moments to demonstrate the innovative features that the iPhone wouldn’t have. Phase 2: Steal the conversation from iPhone 5.As Apple fanboys began lining up in anticipation of the competition’s latest smartphone we blitzed television with a campaign that told Apple loyalists that the next big thing was already here. We bought over 100 broadcast placements in three days with media ranging from local affiliates to national news, including CNN, TODAY, CBS This Morning and NBC Nightly News.The ad was also seeded across PR during the launch coverage of the iPhone 5. CNN’s coverage included our spot and anchor commentary on how our campaign may have contributed to smaller lines for the iPhone 5.
Effectiveness
Within 24 hours, our Phase 2 launch video became the fastest growing viral video for the week generating 2.3 million views and 99,294 shares. Within three days we reached over 10 million views across YouTube (8.2 million on YouTube channel alone).Our television spots garnered a frenzy of media attention with publications like Forbes, The NY Times, and Business Insider all publishing stories praising our campaign and highlighting how the GSIII out innovates the iPhone 5. Our goal was to be seen as the alternative to Apple. Surpassing our own expectations, within one year we went from challenger to champion with the GS3 becoming the best selling smartphone EVER with over 18 million phones sold.Our advertising focused on the mobile division of Samsung, but its success created a positive halo over the entire brand moving it from #17 to #9 on Interbrand’s 2012 rankings of the top 100 brands.