Samsung Case study GALAXY TAB TAXI by The VIA Agency

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GALAXY TAB TAXI

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Industry Mobile phones, devices & accessories
Media Case study
Market United States
Agency The VIA Agency
Creative Director Teddy Stoecklein, Ken Matsubara
Art Director Chris Avantaggio, Will Gardner
Released March 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: SAMSUNG
Product/Service: SAMSUNG GALAXY TAB
Agency: THE VIA AGENCY
Date of First Appearance: Nov 10 2010
Entry URL: http://www.vianow.com/samsungwebby/index.html
Chief Creative Officer: Greg Smith (The VIA Agency)
Creative Director: Teddy Stoecklein (The VIA Agency)
Creative Director: Ken Matsubara (The VIA Agency)
Client Strategist: Rick Humphrey (The VIA Agency)
Art Director: Chris Avantaggio (The VIA Agency)
Art Director: Will Gardner (The VIA Agency)
Director of Digital Delivery: Annemarie Crivelli (The VIA Agency)
Media placement: Digital Rich Media - Youtube Feel Free Contest - YouTube - November 2 - November 29, 2010
Media placement: Digital Rich Media - Half Page Banner - New York Times - November 3, 2010
Media placement: Digital Rich Media - CNN, CNET, Wired - November 10-12, 2010
Media placement: Tree- TV Spot - 30 Seconds - CNN, ABC, NBC - March 12, 2011

Describe the campaign/entry
The Tab was indeed the rest of the world’s answer to the iPad. In some respects, it was the people’s pad. With the Tab you could run Flash, choose your carrier and fit it in your pocket. You could also video chat. It let you live your life on your own terms. It let you feel free.

Describe how the campaign/entry was launched across each channel in the order of implementation
The digital units broke as roadblocks on CNN, YouTube, NYTimes and CNET. Because of the success of the digital units, the client decided to make a TV spot within the campaign, so the spot was made after the units launched. The TV was launched in heavy sports programming just before and during March Madness.

Give some idea of how successful this campaign/entry was with both client and consumer
The ad units were considered incredibly engaging. The CNET unit had a click-through rate 200% over the category benchmark, and the others were very high as well. Traffic to the Samsung mobile website on the day the units ran was 12x the normal daily average.