SAMSUNG ELECTRONICS: PICTURE OF THE DAY

Credits:

Advertiser/Client: SAMSUNG
Product/Service: ELECTRONICS
Advertising Agency, City: STARCOM MEDIAVEST GROUP, Dubai
Country: UNITED ARAB EMIRATES
Media Agency, City: STARCOM MEDIAVEST GROUP, Beirut
Country: LEBANON
Advertising Agency, City: STARCOM MEDIAVEST GROUP, Dubai
Country: UNITED ARAB EMIRATES

Credit Details:
Name Position Company
Amir Antoun Junior Media Executive Starcom Mediavest Group

Insights, Strategy and the Idea:
Launch the new Samsung NV24HD in an innovative environment that captures everyday life through an enjoyable experience Our core TA, the potential digital camera buyers, revolves around active and dynamic people who are always on the move Hi-tech addicts, to them digital cams are essential to share their activities, holidays, and different exciting moments Communicate during the busiest shopping period in the year – Christmas – with a limited budget and lack of material Offer a platform for everyday people to share everyday moments, giving them life through Samsung DSC, while maintaining optimum visibility to the digital cam itself

Creative Execution:
Weather takes on a new lease of life during December – with everyone waiting for news and updates on snow fall. The idea was to invite our consumers to go outdoor and capture this beauty through their digital cameras. Our job was to share these moments in an innovative, engaging and entertaining way through a new segment ‘Samsung Photo of the Day’ within the daily News Weather program. We used two images given with the brief to create a special execution showing the “Picture of the Day” in the LCD compartment of the camera Every night a selected picture will be broadcasted within the weather report 2 Jpegs and one TV station were only used; we capitalized on the highest viewed segment while turning the 2 jpegs into an animated execution that stretched the brand visibility beyond a regular sponsorship and a 7” spot.

Results and Effectiveness:
More than 15,000 pictures were sent to the station during December!! Only 30 were selected. Integration allowed demonstrating directly to a wide base of prospects the Digital Cam functionality. Generated an added value of $145K in terms of advertising space!! “There is no doubt that the campaign raised awareness and our Digital Camera growth this year is 23% on top of what had been achieved last year” - Digital Camera Product Manager