Samsung DM THE INSIDE OUT PHONE by Hello World

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Industry Mobile phones, devices & accessories
Media Direct marketing
Market South Africa
Agency Hello World
Executive Creative Director Theo Ferreira
Art Director Jana Hamman, Kerryn - Lee Maggs, Linel Louw
Released October 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: SAMSUNG
Product/Service: SAMSUNG B2100
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: HELLO WORLD, Johannesburg, SOUTH AFRICA
Art Director: Jana Hamman (Hello World)
Art Director: Linel Louw (Hello World)
Writer: Elizma Benade (Hello World)
Executive Creative Director: Theo Ferreira (Hello World)
Art Director: Kerryn-Lee Maggs (Hello World)
Media placement: Direct Mailer - Tech Journalists - 1/11/2009

Describe the brief/objective of the direct campaign.
We were asked to create a direct mailer that communicated the Samsung B2100’s exceptional durability features and launch the phone to South Africa’s media journalists. The challenge was that South Africa’s disillusioned journos have seen it all before and are sent hundreds of handsets regularly, so getting their attention would mean doing something significantly different.

Explain why the creative execution was relevant to the product or service.
With Samsung being the market leaders in innovation we felt that the solution needed to reflect that very innovativeness. The mailer attempts to demonstrate the Samsung B2100's inimitable protective features in a tangible, creative and unique way that not only cuts through the clutter, but also adds to the brand's forward-thinking personality.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The B2100 mobile unit is as rugged as they get, designed to withstand the harshest environments, with up to 7 unique protective features. To demonstrate this, we wrapped the phone in layer upon layer of packaging and sent it to journos. Each layer represented one of the phone’s unique protective features. As they unwrapped it, they experienced first-hand the incredible robustness of the phone, and could truly appreciate the fact that all these features were packed into the Samsung B2100.

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.
We received massive coverage from South Africa’s biggest publications, e.g. The Times, Stuff, Tech Smart and Cosmopolitan, breaking through the clutter of an already saturated mobile phone market. As a result of this coverage, the Samsung B2100 has become one of the most praised outdoor mobile phones of late. 1.We received coverage from 11 of the 20 journalists we sent the direct mailer to. 2.This included the following publications and internet publishers: Connect, Men’s Health, Engineering News Online, Ezine Articles, Sports Teen, Destiny Man, Southern Africa Shipping News, Horizon Magazine, Enduro World, Bona, Cosmopolitan 3.The total PR value was R233 440.11