Samsung Print WHERE IS PANCHO? by Leo Burnett Tailor Made Sao Paulo

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Industry Photo & Video Cameras, Accessories
Media Print, Magazine & Newspaper
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Fabio Moran
Art Director Saulo Monjon, Renan Monjon
Copywriter Marcelo Colares
Released October 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: SAMSUNG
Product/Service: SAMSUNG SH100 WI FI
Creative Vice President: Ruy Lindenberg (Leo Burnett Tailor Made)
Creative Director: Fabio Moran (Leo Burnett Tailor Made)
Art Director: Saulo Monjon (Leo Burnett Tailor Made)
Art Director: Renan Monjon (Leo Burnett Tailor Made)
Copywriter: Marcelo Colares (Leo Burnett Tailor Made)
Accounting Director: Fabio Brito (Leo Burnett Tailor Made)
Accounting Manager: Maria Eliza Velez (Leo Burnett Tailor Made)
Planner: Ana Luiza Santos (Leo Burnett Tailor Made)
Client Approval: Tarsila Tirapeli (Samsung)
Media placement: Internet - Facebook - 12 October 2011

Describe the objective of the promotion.
To Introduce the new SH100 camera in accross Latin America and communicate the benefit of Wi-Fi technology in a digital camera. Build brand image of Samsung cameras in the region creating an emotional bond with consumers.

Describe how the promotion developed from concept to implementation.
The budget was very limited for a launching campaign in all countries so we decided to built a regional fan page on Facebook for the category and developed a real-life promo. We created a character named Pancho who travelled through Latin America photographing all places with his Samsung SH100 Wi-Fi. The mechanic of the promo was easy: While Pancho travelled around each country, he took pictures of all places and posted them on the fan page. People had to guess where Pancho was, go to the place and say a key phrase. Whoever meet him first won a SH100 camera.

Explain why the method of promotion was most relevant to the product or service.
Samsung SH100 is a digital camera with Wi-Fi technology to share pictures. After lots of research we learned that social media in Latin America is growing exponentially, and one of the main reasons people take photos is to share them online. After connecting all the dots it was clear that for a camera that shares pictures via Wi-Fi to social networks in Latin America no promotion would fit best our objectives than 'Where is Pancho?' Our character would travel around the region taking pictures and inviting people to share experiences on social networks. The results prove that we were right.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the promotion our Fan Page became a conversation between consumers, and not the usual brand monologue. Pancho became a famous loved character in all countries. People wanted to interact with him and his story. People started using Pancho as their profile picture, they started buying his T-shirt, asking for autographs, sending love letters to Pancho, and the brand, travel tips etc. Spontaneous media: blogs, newspapers, radio and TV shows inviting and talking about Pancho.
4,600,000 visits in 20 days
98.9% of engagements and positive comments
350,000 active users per week