Category: Best Use of Integrated Media
Advertiser: SAMSUNG
Product/Service: GALAXY SII
Agency: 72ANDSUNNY
Media Agency: STARCOM, North Hollywood, USA
Executive Creative Director: John Boiler (72andSunny)
Creative Director: Jason Norcross (72andSunny)
Creative Director: Tim Wolfe (72andSunny)
Creative Director: Mike Bryce (72andSunny)
Director Of Film Production: Sam Baerwald (72andSunny)
Film Producer: Danielle Tarris (72andSunny)
Assistant Film Producer: Becca Purice (72andSunny)
Director Of Business Affairs Manager: Jessica Reznick (72andSunny)
Brand Director: Matt Rohmer (72andSunny)
Brand Manager: Kristin Miller (72andSunny)
Director: Michael Downing (Epoch)
Executive Producer: Charlie Cocuzza (Epoch)
Producer: Tracy Broaddus (Epoch)
Editors: Geoff Hounsell/Paul Martinez/Stewart Reeves (Arcade Edit)
Senior Producer: Arielle Davis (The Mill)
Executive Producer: Stephen Venning (The Mill)
Sound Designer: Michael Anastasi (Barking Owl)
Mixer: John Bolen (Play)
Producer: Larue Anderson (The Mill)
Media placement: TV - ADSM, BRVO, CMDY. ESPN. ESPN2. ESPU, ABC, FX, MTV, TBS, SYFY, THC, G4, ION, NAN. Spike, SYFY, TNT - 23 Nov2011
Media placement: Viral/Digital Film - YouTube - 23 Nov 2011
Media placement: Experiential/Trade Show - Media Placement CES - 10 January 2012
Media placement: Social Media - Facebook - 27 October 2011
Media placement: Earned Media - Forbes, Huffington Post, The New York Times - Nov 2011
Insights, Strategy & the Idea
In 2011, the mobile phone market consisted of iPhones and everybody else, with Apple considered the de facto leader in technology, even though their sluggish product cycle meant less innovation, less often.
So how could Samsung become the leader of the opposition, making it a two-horse race at the top of the mobile phone market?
By challenging the blind allegiance of Apple’s most-die-hard fans fanboys. De-positioning Apple as an innovator and leader to neutralise their perceived brand advantage, and creating a binary “Samsung or Apple” conversation in the Smartphone space.
By being THE challenger, we invited comparison to Apple and elevated Samsung above the heap of other Android handsets.
Creative Execution
Nobody thinks they know more about mobile phones than Apple Fanboys. They spend hours in line blindly waiting in line for the next big thing in mobile phones, excited to flaunt their “superiority” once they have it.
So who better to gush about a phone’s technological prowess and lust after its design? Too bad the next big thing isn’t the phone they’re in line for it’s the Samsung Galaxy S II.
This campaign launched with a sixty-second film of fanboys around the country waiting for the next big thing only to discover it’s actually the Samsung Galaxy II. Their doubts and insecurities continued with each subsequent thirty second execution, highlighting the functional superiority of the GSII and reinforcing Samsung as the innovation leader.
Facebook, YouTube, Twitter were all used to house and augment the passionate debate between a growing number of Samsung fans and fanboys.
Results and Effectiveness
The campaign sparked a cultural debate online.
- Over 10 million views on YouTube
- Facebook fans grew by 500% in 7 days, 700% by the end of the campaign
- Samsung.com traffic was up 60% by the end of the campaign
- #1 Share of Voice in online buzz among all android phones
- #1 Share of Voice in comparative conversations with the iphone
- 206 Media Placements led to over 1.5 Billion Digital Display, Mobile & Video impressions
- Digital Video creative had a 0.99% CTR (39% above industry average) Overall plan CTR Was .15 (50% higher then industry average).