Samsung Promo, Case study TOUCH THE SPEED by Starcom Amsterdam

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Netherlands
Agency Starcom Amsterdam
Creative Director David Pavlovic
Art Director Sander Ejlenberg
Released November 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Date of First Appearance: Dec 1 2009 12:00AM
Digital Strategy Director: Richard van der Wilk (Starcom Nederland)
Senior Digital Planner: Sabine Poort (Starcom Nederland)
Senior Media Planner: Suzanne Bertus (Starcom Nederland)
Managing Director: Michael Littaur (Muse Amsterdam)
Art Director: Sander Ejlenberg (Muse Amsterdam)
Creative Director: David Pavlovic (Muse Amsterdam)
Account Manager: Sanne Troost (Cheil)
Online Manager: Monique van Overveld (Cheil)
Media placement: TV spot - 400 GRP's - December 7 2009
Media placement: Radio - 200 GRP's - December 7 2009
Media placement: Online - Game seeding - December 14 2009
Media placement: Print - Free Dailies activation - December 1 2009
Media placement: OOH - appr. 2000 sites / billboards - December 2009

Results and Effectiveness

Touch The Speed games and videos were everywhere. The game was played over 200,000 times. The videos were watched over 200,000 times. Jet content – including footage of the winner’s jet flight – turned up on many blogs, YouTube and its Dutch equivalent, Dumpert. Equity and TOMA scores were extremely strong amongst those who played the game, exceeding all other media KPI’s. (e.g. ‘HEAVY TV frequency’ + ‘Jet gameplay’ exceeds from 71% to 83% regarding brand awareness!) This all translated into strong launch sales, which beat expectations, and Samsung recognised the Dutch launch as its most successful European sales campaign.

Creative Execution
In our Touch The Speed game, players raced around the Netherlands, navigating speed cameras and taking obstacles such as bridges. The prize for the highest score? A real Jetflight. We’d mounted a high-speed camera on a Mercedes ML and driven it around Dutch highways. A 'making of' video was put online, part of the rich additional content created around the game. The game itself was seeded across the web, on famous blogs, game portals and social networks. Facebook users could challenge their friends to improve on their score. Phone retailers also embedded the game on their own mini-sites – and we offered a jet flight as a prize to them, too, for the store with the most sales to push sales. We complemented the campaign with ads across all media, and partnership with the ultimate 'boys toys' TV show, Top Gear, broadcasting live from the Netherlands for the first time.

Insights, Strategy & the Idea
With its new phone, the Jet Navi, Samsung had a feat of engineering every bit as impressive as a high-performance car, or even a jet fighter. It is the fastest duo processor phone ever built. And it was bundled with sophisticated sat-nav technology, too. So we went out to find thrill-seekers and speed demons, just the kind of youth-minded consumers who love new gadgets and who would spread the word for us. They love fast cars, of course. They would love a ride in a jet, undoubtedly. And they are natural gamers, talented at racing games and with just the sort of fierce competitive streak we knew we could harness. We created Touch The Speed for them.