Samsung: Spread The Joy [image]

Credits & Description:

Company Entering: Cheil India, Gurgaon
Brand: Samsung Televisions
Advertiser: Samsung India Electronics Pvt Ltd
Agency: Cheil India, Gurgaon
Chief Creative Officer: Sagar Mahabaleshwarkar
Creative Director: Damodaran Krishnan/Somenath Chakraborty
Copywriter: Shreya Lohumi
Art Director: Somnath Mandal
Account Director: Mohit Mishra
Other Creative Credits: Gaurav Khurana
Film Production Company: Furry Tails, Gurgaon
Director: Sandeep Salaria
The Brief:
Increase Adoption Rates Of Street Dogs In India As Animal Shelters Are Crowded. Though There Are People Who Wish To Adopt Dogs But A Large Majority Doesnt Know Where They Can Find One.
The Strategy:
Pet Adoption Is Generally A Family Decision (Largely Driven By Kids And Wife) And Theres No Better Place To Find Them Than At Samsung Showrooms. We Decided To Convert Idle Screens At The Samsung Showrooms Into Adoption Centres Where One Could Take A Close Look At The Dogs Up For Adoption Without Having To Visit Far-Off Animal Shelters.
The Execution:
We Converted Samsung Showrooms Into On-The-Spot Adoption Centres By Playing Videos Of Dogs Up For Adoption On Samsung Joy Plus Televisions. Their Unique Screen Capture Or like It? Keep It' Feature, Allowed The Viewer To Not Only See Dogs Up Close And Personal But Also Save Their Pictures And Take Prints Of Them. After Which, All They Had To Do Was Simply Call The Animal Shelter And Take The Dog Home.
The Result:
Over 40 Dogs Were Adopted. Approx 1 Million Customers (Avg. 1000 Footfalls/Day X 30 Days X 30 Stores) Were Directly Engaged Through This Campaign At No Advertising Cost Which Resulted In An Overwhelming Response Of Over 15,000 Enquires. Additionally, Large Number Of Impressions Were Recorded Across Social Media Which Was Qualitatively Rich As Pet Lovers On Social Media Are Most Vocal And Most Active When It Comes To Any Cause.