Samsung DM MR KNOWITALL by M&C Saatchi Sydney

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Industry Mobile phones, devices & accessories
Media Direct marketing
Market Australia
Agency M&C Saatchi Sydney
Executive Creative Director Gavin Mcleod
Creative Director Josh Rowe
Art Director Alex Booker
Copywriter Mitch Alison
Released July 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: SAMSUNG
Product/Service: MOBILE PHONE
Date of First Appearance: Jul 1 2010
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Entry URL:
Chief Executive Officer: Tom McFarlane (M&C Saatchi/Mark)
Executive Creative Director: Gavin McLeod (M&C Saatchi/Mark)
Creative Director: Josh Rowe (M&C Saatchi/Mark)
Art Director: Alex Booker (M&C Saatchi/Mark)
Copywriter: Mitch Alison (M&C Saatchi/Mark)
Media placement: Microsite - Online - July 2010
Media placement: Twitter - Online - July 2010
Media placement: Facebook Fan Page - Online - July 2010
Media placement: YouTube Video - Online - July 2010
Media placement: OTP Rich Media - Online - July 2010
Media placement: Video Banners - Online - July 2010
Media placement: Standard Display Ads - Online - July 2010
Media placement: Facebook Engagement Ads - Online - July 2010

Describe the brief/objective of the direct campaign.
Samsung Mobile recently launched the ‘Social Hub’, a feature that integrates all your messaging and social networks into one place. They asked us to come up with an idea to launch this new product and also demonstrate how it works. The objective was to achieve 75 000 unique visits to our website.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our strategy was to create an entertaining piece of content starring a fictional character called MR KNOWITALL. Thanks to Samsung’s Social Hub, MR KNOWITALL knew everything about everybody in his social life. We could then follow his adventures as he fumbled his way from one socially awkward situation to the next.

To reinforce the social media capabilities of the phone, we gave users the chance to star in the movie along with 4 Facebook friends. We pulled their names, profile pics and even the music they liked to make the experience more personal.

Explain why the creative execution was relevant to the product or service.
To demonstrate how the Social Hub worked, we created a secondary ‘social media timeline’ that unfolded along with the story. This timeline consisted of all the Social Media and messaging that MR KNOWITALL was privy to. At any point you could interact with this timeline and get the story behind the story, thus giving you a real time demonstration of the product.

Internet adverts helped spread the message. In essence MR KNOWITALL was a cautionary tale that warned what could happen if you suddenly had too much personal information at your disposal. The takeout was clear: It’s a smart phone, ‘Use it Wisely.’

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.
• Over 100,000 unique visits and 21% over target
• 95% from within Australia
• 13,498 personalised videos sent.