Advertiser: SAMSUNG
Agency: SAATCHI & SAATCHI / LEO BURNETT
Category: Copywriting
Advertising campaign: SAMSUNG SHOOT WOW, SHARE NOW LIVE PHOTO EXHIBITION
Strategy: Arjan Kapteijns (Saatchi & Saatchi | Leo Burnett)
Technical Producer: Daniel Dow (DPPLR)
Design: Bycen Molenaar (Saatchi & Saatchi | Leo Burnett)
Art Director: Joris Raaijmakers (Saatchi & Saatchi | Leo Burnett)
Technical Producer: Levi Rijper (DPPLR)
Creative Director/Art Director: Maarten Dobbelaar (Saatchi & Saatchi | Leo Burnett)
Event Manager: Jauko Hartveldt (Paddock Live)
Design: Joan An Beaudoin (Saatchi & Saatchi | Leo Burnett)
Technical Producer: Lars Berg (DPPLR)
Art Director: Tim Ten Dam (Saatchi & Saatchi | Leo Burnett)
Strategy: Tim Polder (Saatchi & Saatchi | Leo Burnett)
Account Director: Daniëlle Nootebos (Saatchi & Saatchi | Leo Burnett)
Strategy: Martijn Benschop (Saatchi & Saatchi | Leo Burnett)
Account Manager: Vanessa Graves (Saatchi & Saatchi | Leo Burnett)
Digital Director: Wesley Bos (Saatchi & Saatchi | Leo Burnett)
Event Manager: Choukri Elmoudni (Paddock Live)
Copywriter: Floris Hülsmann (Saatchi & Saatchi | Leo Burnett)
Creative Director/Copywriter: Rick Coolegem (Saatchi & Saatchi | Leo Burnett)
Campaign Description
Halfway 2012, Samsung launched its Smart NX camera line. Compact cameras that are innovative for two specific reasons. Firstly because they enable you to take high-quality photos, as known from (semi-)professional DSLR cameras. Secondly because they let you share every photo directly from the camera. Via built-in Wi-Fi. We drew attention to these new cameras and new technology with a new type of photo exhibition: one without printed photos. For 2 days we sent 5 street photographers in 4 countries on the road. They sent the photos they took with their Samsung Smart NX cameras directly to the exhibition area. There, the public saw them appear. Not printed on paper, but on Samsung Smart TVs. Live!
Effectiveness
We had four objectives:1. To create awareness of the Smart NX camera line with built-in Wi-Fi; 2. To strengthen emotional associations with Samsung;3. To strengthen the brand position in the camera segment;4. To demonstrate the Smart NX camera’s Wi-Fi options.Our campaign achieved the following results:* Total number of impressions: 1,600,000* 198 publications* PR value: € 170,000* 30% increase in Facebook fans* Unique photos uploaded to the exhibition floor: 200* 20.4% increase in market share, exceeding client expectations by 12.7%
Implementation
We placed announcements for the free exhibition in the Beurs van Berlage in Amsterdam online and in offline news, gadgets, photography & lifestyle media. Our Facebook app showed a teaser video and we placed online banners. Via our Facebook app visitors could download and share their self-portrait which they made during the exhibition. The 5 photographers also involved their own social networks, which brought us directly to the heart of the target group.