WRATH OF A CELL PHONE SCORNED by Hello World for Samsung

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WRATH OF A CELL PHONE SCORNED

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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
Copywriter Elizma Benade
Released September 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: SAMSUNG MOBILE
Product/Service: SAMSUNG S8300
Agency: HELLO WORLD
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: HELLO WORLD, Johannesburg, SOUTH AFRICA
Client Service: Alexia Grigoratos (Hello World Agency)
Copywriter: Elizma Benade (Hello World Agency)
Art Director: Linel Louw (Hello World Agency)
Art Director: Jana Hamman (Hello World Agency)
Art Director: Kerryn-Lee Maggs (Hello World Agency)
Executive Creative Director: Theo Ferreira (Hello World Agency)
Media placement: SMS And MMS - Technology Journalists' Cell Phones - 1 September 2009

Describe the brief/objective of the direct campaign.
We were briefed to conceptualise a direct mailer that would position the Samsung S8300 to the media as the ultimate ‘must have’ phone. To get more 'bang for our buck' we targeted only the top tech journalists. There was a small snag though– we couldn’t send them the phone itself nor did we have money for any extensive advertising, so we had to come up with a concept that would creatively communicate the phone’s enviable style and design features, as well as get our mailer to stand out from the numerous media packs the journalists receive every day.

Explain why the creative execution was relevant to the product or service.
The strength of this approach is three-fold: Firstly, the unique nature of this media pack helps it stand out against the clutter. While journos have received uncountable direct mailers, they have never, ever received a jealous sms from their phone. Secondly, the idea of having a Samsung phone create jealousy in every other phone on the market allows us to highlight the enviable features of the S8300 in a standout manner. Thirdly, the cost of the campaign was nominal - only a few cents were spent on each SMS that was sent out.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As media journalist receive countless media packs on a daily basis, we decided not to send out a traditional direct mailer. We needed to have our media pack stand out, and as a result, get more exposure in the media. So we initiated a weeklong mobile campaign where we sent insecure text messages to selected journalists, the sender of which appeared to be their existing and dated phones. Through the texts, the journalists’ phones took up the role of jealous lovers and finally, through the last text, we revealed the reason for all the jealousy: The Samsung S8300.

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.
By highlighting the stunning features and technology of the S8300 through the insecurities of journalists’ phones, we managed to create a direct mailer that stuck out amongst the clutter and appealed to the SA media. As a result, the Samsung S8300 garnered extensive coverage in South Africa’s biggest Tech and Lifestyle publications like; Stuff magazine, Top Billing magazine and the Star newspaper. The return on investment of this direct mailer was outstanding with the entire campaign costing few hundred rands and the resulting exposure valued in the tens of thousands of rands. 1.We sent out 7 smses (1 per day for a week) to 20 journalists 2.Each sms cost 50c 3.Therefore, the total cost for creating and distributing the direct mailer was R70 4.Our total PR coverage was R23 984 and included JSE, Sales Guru and SL Magazine 5.This gives the direct mailer a Return of Investment of 343 to 1.