NONJA for Samsung

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NONJA

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Industry Photo & Video Cameras, Accessories, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Austria
Released July 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: SAMSUNG ELECTRONICS AUSTRIA
Product/Service: TELECOMMUNICATIONS
Creative Director: Antonia Tritthart (Traktor)
Creative Director: George Moringer (Traktor)
Art Director: Julia Reißfelder (Traktor)
Senior Account Manager: Magda Schlegel (Traktor)
Media placement: Facebook-Account - Facebook - 1 December 2009
Media placement: Online Banner - Various, Austria - 1 December 2009
Media placement: Facebook-Ads - Facebook - 1 December 2009
Media placement: POS Sticker - POS (Retail) - 15 December 2009
Media placement: Ebay-Auktion - Ebay - 31 December 2009
Media placement: Press - Various national and international - Ongoing

Summary of the Campaign

Samsung needed a strong marketing idea to launch the ST1000, a digital camera that can upload pictures directly to facebook and other social networking platforms and is really easy to use. The budget available was less than USD 50,000. We wanted to prove the easy handling by giving the camera to Nonja, an orangutan in the national zoo to take and upload pictures. The world’s first ape on Facebook became a world wide phenomenon. Over 80,000 fans joined her account in just six weeks. The international press coverage was worth over 7m USD.

The Goal
Samsungs market share was down to 7%. Research showed that just 12.4% of costumers thought of Samsung when asked about cameras, compared to a staggering 43.5% that mentioned Canon. So we needed people to become aware of the fact that Samsung manufactures great digital cameras, and also alert Facebook users specifically to acknowledge the ST1000. Therefore we started to look for an idea that would catch peoples attention and lead to an emotional engagement with the product and the brand.

Results
In just six weeks Nonja was followed by over 80,000 fans on Facebook. To give you an idea of some figures; after two years of heavy marketing the fan page of Ö3 (Austrias biggest radio station with a market share of 40% reach) has only 24,000 fans. The press coverage exceeded our expectations by far. On a national base: every major TV-station and newspaper in Austria covered the story. On an international base: within days Nonja made world wide headlines including coverage in the National Geographic, The Sun, Mirror, Bild, NBC, Reuters, BBC, Huffingthon post, ZDF and many more. Samsung's PR department evaluated the press coverage as being worth more than 7m USD. (If you have a look at the original facebook account now, please have in mind that the campaign finished months ago. Usually some people unsubscribe after a given amount of time).

Execution
After consulting with the orangutan trainer in the Vienna Zoo we set the duration of the campaign to six weeks, since it was highly probable that Nonja would loose interest after that. When we looked at the first test shots made by Nonja in November we knew the idea would be successful. We continued as planned. We launched the Facebook account with the help of facebook ads and classical banners in Dcember 2009. We shot press pictures and footage for TV stations that were handed out in the second week (as soon there were enough pictures online). From then on no further adjustments or actions were necessary, aside from sending out press material upon request.

The Situation
In autumn 2009 Samsung came up with the world’s first digital camera that can upload pictures directly to facebook and other social media platforms. The proposition was 'easy to use' since its state-of-the-art technology made the handling so easy that anybody could take and upload pictures. The budget available was so small that above the line communication was out of reach - with no more than USD 50,000 all together. So we had to opt for a PR driven approach – something that would spread over social media and generate press coverage.

The Strategy
When benchmarking the typical adverts for digital cameras we learnt that they all promise consumers that with its newest technology one will take great pictures. Since Samsung was not established in the mindset of our target group as a trustworthy brand in photography we understood that we had to go one step further. We had to actually prove the proposition that Samsungs ST1000 is so easy to use (for taking and uploading pictures) that anybody can use it. So we decided to give the ST1000 to an ape. If anybody can use it, an ape should also be capable to do so. We soon discovered the perfect ape for the project; Nonja, a female orangutan in the national Vienna zoo. She had already become famous in the past for drawing pictures. So moving on to photography was a logical next step.