Category: Direct Response Digital: Mobile Marketing
Advertiser: SAMSUNG MEXICO
Agency: CIRCUS BA
Executive Creative Director: Facundo Romero (Circus)
Creative Director: Agustín Castellani (Circus)
Digital Director: Emiliano R. Nuesch (Circus)
Other: Ezequiel Chareca (Circus)
Other: Ignacio Rozental (Circus)
Copywriter: Pablo Vitale (Circus)
Art Director: Martin Pettinarie (Circus)
Media placement: Iphone App - Apple Store - September 2011
Media placement: Facebook - Samsung Fan Page - September 2011
Media placement: Digital and Blogs - Blogs & News - September 2011
Media placement: Offline - POP and Samsung Stores - September 2011
Describe the brief/objective of the direct campaign.
For the first time in history, the International Olympic Committee announced that, due to security concerns, the Olympic Torch won't leave England during the London Games. Samsung, the Olympic Torch Relay presenting partner, decided to transform this.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Presenting Go Flame, a mobile app that allows anyone to share the flame and take part in the first virtual torch relay in an Olympic Game.
Explain why the creative execution was relevant to the product or service.
For the first time in history, the International Olympic Committee announced that, due to security concerns, the Olympic Torch won't leave England during the London Games. Samsung, the Olympic torch Relay presenting partner, decided to transform this in a vey unique way.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
At the moment, the virtual relay has contacted even more people than in the offline version of Beijing 2008, keeping the Olympic spirit (and the torch) alive, in a 2012 new way.
The Direct marketing titled GOFLAME was done by Circus Buenos Aires advertising agency for product: Samsung (brand: Samsung) in Argentina. It was released in the Sep 2011.