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  • AWARDS :
    BRONZE
  • SUB CATEGORY :
    BEST USE OF BRANDED ENTERTAINMENT & CONTENT
  • COMPANY ENTERING :
    LEO BURNETT SYDNEY, SYDNEY
  • ENTRY TITLE :
    CELEBRITY TANTRUM
  • BRAND :
    SAMSUNG GALAXY TAB S 2
  • ADVERTISER :
    SAMSUNG AUSTRALIA
  • AGENCY :
    LEO BURNETT SYDNEY, SYDNEY
  • EXECUTIVE CREATIVE DIRECTOR :
    GRANT MCALOON/VINCE LAGANA
  • COPYWRITER :
    NIGEL CLARK
  • ART DIRECTOR :
    ADRIAN ELY
  • DEVELOPER :
    KEONG SEET/FARHAM AMJAD
  • AGENCY DESIGNER :
    JANIFER WONG
  • ACCOUNT DIRECTOR :
    AMANDA QUESTED
  • ACCOUNT MANAGER :
    BRENDAN SWANSBOROUGH
  • STRATEGIC PLANNING MANAGER :
    EMILY TAYLOR
  • STRATEGIC PLANNER :
    JACK SPICER
  • AGENCY PRODUCER :
    RACHEL DEVINE
  • DIGITAL PRODUCER :
    CHRIS SUMMERS
  • FILM PRODUCTION COMPANY :
    MINDS EYE PRODUCTION, LONDON
  • DIRECTOR :
    PETER LYDON/NIC SADLER
  • EXECUTIVE PRODUCER :
    MAX YEOMAN/JONNY KNIGHT
  • POST-PRODUCTION COMPANY :
    FILAMENT POST PRODUCTION, LONDON
  • FINAL CUT :
    SUZY DAVIS
  • FLAME ARTIST :
    HANI ALYOUSIF/RICHARD NELSON
  • POST PRODUCER :
    PIP HALFNIGHT/HANI ALYOUSIF/RICHARD NELSON
  • POST DESIGNER :
    JAMIE CROFTS
  • CG ARTIST :
    RICHARD NELSON/FRANK EAGAN
  • THE BRIEF :
    LAUNCH THE SAMSUNG GALAXY TAB S2 TABLET THROUGH A DIGITAL OR SOCIAL MEDIA IDEA. WE NEEDED TO HIGHLIGHT THE PRODUCT BENEFIT WHICH WAS THAT THE NEW GALAXY TAB S2 HAS THE BEST SCREEN IN THE PERSONAL DEVICE MARKET. THE OBJECTIVES WERE TO GET PEOPLE EXCITED ABOUT TABLETS AGAIN, GET PEOPLE TO UPGRADE FROM THEIR OLD TABLET (IPAD) TO THE SAMSUNG GALAXY TAB S2 AND INCREASE MARKET SHARE FROM 25% TO 35%.
  • THE STRATEGY :
    OUR BULLSEYE TARGET AUDIENCE WAS PEOPLE WHO OWN AN IPAD AS WE WANTED THEM TO UPGRADE TO THE GALAXY TABS2. SO THE MEDIA STRATEGY WAS TO USE DEVICE-DETECTING TECHNOLOGY TO TARGET PEOPLE AS THEY WATCH OUR SPOT ON AN IPAD OR OTHER COMPETITOR DEVICE. IN ADDITION TO THIS, 70% OF OUR AUDIENCE WATCH ENTERTAINMENT ON A TABLET OR PHONE SO WE WANTED TO DISGUISE OUR AD AS A PIECE OF ENTERTAINMENT.
  • THE EXECUTION :
    THE EXECUTION WAS A DIGITAL SPOT THAT RAN ACROSS EXPANDABLE VIDEO BANNERS, SOCIAL MEDIA VIDEOS, RICH MEDIA AND A MICROSITE. THIS SPOT WAS DESIGNED TO LOOK LIKE A TRAILER FOR EPIC AND POPULAR TV SHOW, GAME OF THRONES, AND FEATURED AN ACTOR FROM THE SHOW FAMOUS FOR ONLY SAYING ONE WORD, SPEAKING UP AGAINST INFERIOR SCREENS. THANKS TO THE DEVICE DETECTING TECHNOLOGY, HE HAD A TANTRUM TAILORED DIRECTLY AT THE VIEWER FOR WATCHING SUCH A HIGH QUALITY PRODUCTION ON SUCH A LOW QUALITY SCREEN. THE GALAXY TABS2 WAS PRESENTED AS THE ONLY SCREEN WORTHY OF THE ENTERTAINMENT YOU LOVE.
  • THE RESULT :
    THROUGH THE BANNERS, FACEBOOK, YOUTUBE, TWITTER AND OTHER SITES, THE SPOT HAD OVER 58 MILLION IMPRESSIONS. IT REACHED 4,761,444 DEVICES ACROSS DESKTOP, MOBILE AND TABLET WITH OVER 4 MILLION OF THESE VIEWS ON TABLET AND PHONE, WHICH IS WHO WERE TARGETTING. THE CLICK THROUGH RATE WAS 3 TIMES HIGHER THAN THE AVERAGE CLICK THROUGH RATE FOR PAST SAMSUNG WORK. AND COST PER VIEW WAS VERY EFFECTIVE AT $0.06 AND COST PER CLICK OF $3.79 (ALL $AUD).