Samsung Outdoor, Case study Over The Horizon, 4 by Cheil Moscow

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Over The Horizon, 4

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Industry Mobile phones, devices & accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Russia
Agency Cheil Moscow
Associate Creative Director Mitya Yusov
Art Director Alena Klepikova
Copywriter Irina Filina
Released March 2017


Golden Hammer 2017
Media Outdoor Diploma

Credits & Description

Entrant Agency: Cheil Russia
Client: Samsung
Brand: Samsung Galaxy S7
Product/service: Smartphone
Advertising Agency: Cheil Russia
Other Agency: Shazam
Associate Creative Director: Mitya Yusov
Digital Creative Lead: Dmitry Sherbakov
Art Director: Alena Klepikova
Copywriter: Irina Filina
Digital Producer: Timur Konusbekov
Content Director: Anna Evstratova
Producer: Tania Chepko
Release Date: 10.03.2017
Most people live within the constraints what is usual and generally accepted. Few people dare to get out of the box, look beyond limitations and challenge the status quo. Samsung, the leading smartphone brand in Russia, always renovating its devices, inventing something new and exploring new, wanted to inspire ordinary people to push beyond their own comfort zone and understand that daily life has much more to offer than they expect.
Goals: to strengthen a perception of Samsung as a brand that really cares, to let people know about the brand philosophy non through some product content.
The target group is very wide as there is a lot of people using smartphones and knowing Samsung brand
To help people see their potential we gave them an example of a man who seemed to be incapable but in reality who is doing much more than an ordinary man. We told them a story about Alexander Zhuravlev – a photographer and traveler with only 2% of residual vision.
We shot a film about Alexander’s last journey to South Ural, the Russian region famous for its severe climate and beautiful landscape. We shared his philosophy (which is coherent with Samsung philosophy) through this film and gave people an opportunity to think over about themselves.
To increase a number of this film views we launched the largest visual Shazam search ever used in advertising. Members of the public were able to access the website where this film was placed by Shazam-ing the 28-storey “Hydroproject” building which has a façade that is the biggest Samsung-owned media screen in Moscow.
over 800 000 people daily reach
over 1 500 000 Shazam contacts
Brand Pride +33% (PTO relative gap between recognizers and non-recognizers)