Samsung Promo, Case study FOOD FIGHT by Leo Burnett Sydney

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FOOD FIGHT

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Australia
Agency Leo Burnett Sydney
Director Patrick Fileti
Producer Liz Topen
Photographer Danny Eastwood
Released December 2012

Credits & Description

Advertiser: SAMSUNG
Agency: LEO BURNETT SYDNEY
Category: Best Use of Screens
Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Photographer: Danny Eastwood (The Pool Collective)
Post Production: Fin
Print Executive Producer: Jeremy Devilliers (Leo Burnett Sydney)
Producer: Liz Topen (Freelance)
Senior Copywriter: Guy Futcher (Leo Burnett Sydney)
Executive Producer: Margot Fitzpatrick (Leo Burnett Sydney)
Retouchers: Toby
Senior Art Director: Brendan Donnelly (Leo Burnett Sydney)
Dop: Daniel Ardilly (Freelance)
Retouchers: Pete
Group Business Director: Tim Binkley (Leo Burnett Sydney)
Executive Producer: Tim Denton (Robot I Australia)
Account Manager: Melissa Sassine (Leo Burnett Sydney)
Director: Patrick Fileti (Leo Burnett Sydney)
Music: Song Zu
Strategy Director: Thomas Miles (Leo Burnett Sydney)

Strategy
Objectives: To advertise two relatively unrelated white goods products in the same pieces of communication whilst injecting some typical Samsung fun and innovation into a rather boring product category. Consumer Insight: People buy products that allow them not just to live life but to enjoy it. Product Insight: Our large capacity washing machine is capable of cleaning up whatever mess our large capacity fridge can create.

Effectiveness
Refrigerator awareness grew - 35% - fastest growing brand in awarenessPreference grew - 13%Washing machine awareness grew - 27% Preference grew - 12%Typical PIB is 35%. Our average PIB was 73% & 67% first and last position in break respectively.

Execution
All chosen media greatly helped us facilitate our duel-product messages. The media plan enabled us to design ads that would work forwards, backwards, upside-down and back-to-front.TVC top and tails were booked to play the forward and reverse 30 second spots at the front and end of each commercial break. Double page spreads and rotating wobblers enabled our messages to be flipped upside down to advertise alternate products.