BLUE & FRIENDS by Germaine for Samsung

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BLUE & FRIENDS

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Industry Cell phones, Smartphones & Accessories
Media Promo & PR
Market Belgium
Agency Germaine
Art Director Jef Boes
Copywriter Pieter Claeys, Dirk Domen
Designer Sacha Kristinsky, Yana Bafcop, Olivier Verhellen
Released October 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: SAMSUNG
Product/Service: MOBILE PHONE
Agency: GERMAINE
Agency: GERMAINE
Date of First Appearance: Oct 9 2009 12:00AM
Entrant Company: GERMAINE, ANTWERP, Antwerp, BELGIUM
Marketing Manager Telecom: Loesje De Vriese (Samsung)
Copywriter: Dirk Domen (Germaine)
Art Director: Jef Boes (Germaine)
Copywriter: Pieter Claeys (Germaine)
Designer: Sacha Kristinsky (Germaine)
Account Manager: Alex Stergialis (Germaine)
Designer: Yana Bafcop (Germaine)
Designer: Olivier Verhellen (Germaine)
Account Executive: Francesco Caccamese (Germaine)
Media placement: Event - Social Networks - 9/10/2009

Describe the objective of the promotion.
Show the quality of the Samsung Ultratouch Smart phone, as a phone and as a camera. Claim the mobile photography territory for Samsung, with the strength of the Ultra Touch 8 megapixel camera as a product basis. Make a real and relevant connection with the target group (18-30y, artistic, creative, open-minded)

Describe how the promotion developed from concept to implementation
It was the only logical thing to do, but to implement it we needed three parties to collaborate. Agency, brand and the photo museum in Antwerp. Gathering these three parties was crucial in the implementation of the creative concept. It became a perfect example of crossover marketing.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over a thousand people visited the opening night and many more the expo. There was word of mouth on Samsung and the Blue & Friends Expo on all the major social networks and blogs.

Explain why the method of promotion was most relevant to the product or service

Proving by showing what the mobile phone/camera can do is stronger than just saying. We wanted the physical evidence. Hence the photo exhibition at a museum.