Category: Best Use of Integrated Media
Advertiser: T-MOBILE
Product/Service: SAMSUNG GALAXY S 4G
Media Agency: ZENITH OPTIMEDIA, New York, USA
President/Strategy: Keith Mackay (Optimedia)
Vice President/Group Director: Jason Lang (Optimedia)
Digital Media Director: Karyn Johnson (Optimedia)
Associate Media Director: Laura Peterson (Optimedia)
Digital Associate Media Director: Thuan Tran (Optimedia)
Media Supervisor: Molly Kennedy (Optimedia)
Media Supervisor: Jamin Svendsen (Optimedia)
Senior Media Planner: Jaimisa Gourley (Optimedia)
Media placement: TV Campaign - A&E (Nationally), NBC & ABC (Locally) - 1 March 2011
Media placement: Digital Takeovers - Hulu, MSN, MTVN, Buzz, Vevo - 1 March 2011
Media placement: Magazine Insertion - Rolling Stone - 4 March 2011
Media placement: Cinema - Full NCM Network - 1 March 2011
Insights, Strategy & the Idea
In a media environment saturated by mobile ads from some of the world’s largest advertisers, we were tasked with launching a new device to capture on-the-go “entertainment enthusiasts” and driving sales. We identified our target was frustrated because their current smartphone couldn’t deliver that same on-demand experience they had via their broadband connection. The Samsung Galaxy S 4G, in combination with T-Mobile’s 4G network, would enable entertainment enthusiasts to consume music, television and movies that they normally enjoyed at home, anywhere they went, at any time; no longer waiting for instant access to the entertainment they loved. In order to bring the campaign to life, we needed to standout not only within the wireless category, but also the entertainment industry. Therefore, we integrated programs that had never been executed before, brought to life across multiple touchpoints to reach entertainment enthusiasts where they were already getting their entertainment fix.
Creative Execution
We created media experiences positioning the phone as the ultimate entertainment portal to access what consumers craved.
Partnering with music/pop culture magazine Rolling Stone, we created the first-ever flip cover issue which included T-Mobile’s signature ringtone when readers opened the magazine. Custom advertorials featured up-and-coming artists tied to phone features, creating natural brand integration. Similar custom programs ran across titles like Us Weekly, BlackBook, Soma and Flaunt, further showcasing how T-Mobile could deliver what our audience wanted, when and where they wanted it.
Rolling Stone homepage takeovers and sponsorship of the blog written by infamous movie critic Peter Travers extended print to digital. Featured clips and elements of the movie Inception were streamed through the device on top entertainment sites. At the launch, our page-destroying Inception/T-Mobile train blasted through homepages on the most trafficked websites - AOL, YouTube and MSN - for three consecutive days, aligning with our integrated TV content.
Results and Effectiveness
This was one of the most successful T-Mobile device launches in history, selling out in record time across 2,500+ distribution points in the U.S.; surpassing sales expectations by 30%+ and achieving .24% overall CTR utilising standard units.
Awareness/Consideration Gains:
* Print ads – consideration up by 13%
* Digital ads – consideration up by 4%
* Print + Digital ad – awareness up by 6%, consideration up by 15%
Record holder for top performing home page takeover within Tech category on AOL surpassed all previous Telecom and Gaming advertisers, setting the benchmark for best-in-class executions in AOL’s internal global demonstration library.