Category: Best Use of Games
Advertiser: SAMSUNG
Product/Service: SAMSUNG SMART TV
Agency: SAATCHI & SAATCHI / LEO BURNETT
Agency: STARCOM MEDIAVEST GROUP
Executive Creative Director: Rick Coolegem (Saatchi & Saatchi / Leo Burnett)
Executive Creative Director: Maarten Dobbelaar (Saatchi & Saatchi / Leo Burnett)
Client Services Director: Alewijn Dekker (Saatchi & Saatchi / Leo Burnett)
Account Management: Francis Verdouw (Saatchi & Saatchi / Leo Burnett)
Production Assistant: Tim Polder (Saatchi & Saatchi / Leo Burnett)
Chief Strategy/Innovation Officer: Richard van der Wilk (Starcom Mediavest Group)
Director Marketing/Communications: Raymond Mesterom (Starcom Mediavest Group)
Senior Consultant Digital/Communications: Sabine Poort (Starcom Mediavest Group)
Director: Daniel Dow (DPPLR)
DOP: Maarten Groen (DPPLR)
Producer: Nils Vleugels (DPPLR)
Producer: Levi Rijper (DPPLR)
Event Producer: Jauko Hartveldt (Paddock Live)
Media placement: Outdoor - Rembrandt Square Amsterdam - 3 December 2011
Describe the objective of the promotion.
The year 2011 was the year of SmartTV: a new feature that makes TVs as smart and interactive as smartphones. Samsung’s issue: all other major TV manufacturers introduced it as well. Samsung’s challenge: Make people who are looking for a next generation television think of Samsung first. Our strategy: Explain to claim. And do this in an entertaining, engaging way.
Describe how the promotion developed from concept to implementation.
During Christmas many Dutch people buy a new TV as a gift for others or for themselves. We thought it was a nice gesture to give away 6 Samsung SmartTVs… to the 6 smartest participants of our Samsung SmartTV Challenge: a quiz for which we turned Europe’s biggest outdoor screen into a gigantic interactive screen. Through their mobile phones players connected directly to our quizmaster on screen. After he let them experience some SmartTV features they could answer his questions about the features with their phones. Last man standing walked away with a TV.
Explain why the method of promotion was most relevant to the product or service.
Samsung is all about innovation. So is their SmartTV feature. Since this feature turns a normal TV screen into an interactive screen, we did the same for our event by turning Europe’s biggest outdoor screen from a passive into an interactive screen. Through their mobile phones (interactivity) people connected directly to the quizmaster (innovation) who taught them about the SmartTV feature in an entertaining way (explain to claim). The smartest players won a Samsung SmartTV, a sympathetic gift during Christmas. To emphasise the real-time element our quizmaster handed the winners their prize on the spot.
Describe the success of the promotion with both client and consumer including some quantifiable results.
On that one day people played with the brand for a total of 2,403 minutes. But there was more:
Online exposure: 3,300,000 impressions
Twitter reach: 149,500
Earned exposure on the biggest news websites like: Telegraaf.nl, Tweakers.net, Ad.nl, Volkskrant.nl, Nu.nl
TV exposure @ ‘Shownieuws’ SBS6 #570,000 viewers
When people think of Smart TV they now think of Samsung.
Today Samsung is market leader in the Smart TV segment.