Samsung: CNN TURK POWERED BY SAMSUNG

Credits & Description:

Advertiser: SAMSUNG ELECTRONICS
Agency: STARCOM MEDIAVEST GROUP
Category: Other Consumer Products (including Durable Goods)
Advertising campaign: CNN TURK POWERED BY SAMSUNG
Media Planner: Bercim Unal (Starcom)
Client Director: Evrim Piroglu (Starcom)
Media Planner: Pinar Karakas (Starcom)

Strategy
Despite the rapid acceleration of technology, it is still difficult for Turkish consumers to embrace tablets - let alone Samsung’s Galaxy Note 10.1. We needed to show consumers that, Note 10.1 is not only functional but also an easy to use device for any activity. To demonstrate above point, we needed a media partner that puts technology at core, have credible faces and multitasking team-members who are in a rush with daily operational work-load: News channels have them all! In Turkey, anchors known as most trusted celebrities, thus we planned to power CNN Turk studios with Note 10.1 for a better broadcasting experience. We partnered with all members of CNN network, in an innovative integration, to show channel team an enhanced workplace experience in a way that amplifies Samsung money can’t buy advocacy. Our idea was to show how Samsung is changing the way CNN Turk team present the news.

Execution
Instead of just handing tablets, we created training sessions for CNN’s TV faces to help them find Note 10.1’s functions that suits best to their needs. We prompted tablet screens real-time on air to demonstrate them actively using the features multiscreen, stylus pen, shape/text match etc. For instance, while talk show host would use multiscreen feature to check Twitter mentions and take notes simultaneously, weatherman would draw and cut mini clouds on the map for interactive forecasts and an economist displays gold price seasonality from his slides while checking latest economic updates.We made light-hearted videos of famous personalities assistants called 'Why he/she doesn’t ask anything to me anymore?', where assistants explain why they feel redundant after their boss started using Note 10.1.Samsung branded Twitter hashtags aired during this campaign to ignite the online interaction. We also seeded videos in CNN’s and Samsung’s website and social media channels.

Effectiveness
New broadcasting experience reached 6.424.000 people from TV screen. We increased Note 10.1 awareness and observed 15% sales increase during the campaign period.Online seeding was very successful with 0,04% CTR compared to overall flagship campaigns of Samsung. We’ve interacted with 166.960 unique visitors and showed our videos.Above all, CNN Turk faces confirmed their satisfaction and improved work experience with lesser workload. Although the campaign has ended, some of them are still using the device. A prominent economist of CNN Turk told that he no longer uses pen and notebook but works with Note 10.1 to prepare his slides.