EXPERIENCE OLYMPIC WINTER GAMES by MEDIA REPUBLIC for Samsung

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EXPERIENCE OLYMPIC WINTER GAMES

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Industry Mobile phones, devices & accessories
Media Promo & PR
Market Netherlands
Agency MEDIA REPUBLIC
Executive Creative Director Bas Verhart
Creative Director Ramon Stalenhoef, Mischa Schreuder
Released February 2010

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: SAMSUNG MOBILE
Product/Service: SMARTPHONE
Agency: MEDIA REPUBLIC
Agency: 2010
Date of First Appearance: Feb 16 2010 12:00AM
Entrant Company: MEDIA REPUBLIC, Amsterdam, THE NETHERLANDS
Entry URL: http://www.not-applicable.com
Executive Creative Director: Bas Verhart (Media Republic)
Creative Director: Mischa Schreuder (2010amsterdam)
Creative Director: Ramon Stalenhoef (2010amsterdam)
Strategist: Joost Sipkema (Media Republic)
Account Director: Ivo Bakhuys (Media Republic)
Production: Bitmove (Bitmove)
Media Strategy: VJ Chun (Cheil Worldwide)
Media Strategy: Sanne Troost (Cheil Worldwide)
Media Strategy: Niels van Campen (Cheil Worldwide)
Media Strategy: Richard van der Wilk (Starcom)
Media placement: Spectacular - Outdoor - February 16th, 2010

Describe the objective of the promotion.
Objective was to position Samsung as owner of the Smartphone QWERTY segment and convince the target audience (young professionals; 18 - 35 male skewed) on the fact the best Smartphone with QWERTY to desire for, is made by Samsung. Goal was to use the Olympic Games as vehicle/platform to leverage the positioning of Samsung Qwerty as a premium product and create consumer preference to desire and be driven to purchase the actual product. The goal for volume was to drive this product into the Top 10 of GfK (approximately 8k sell-out per month, during February, March and April 2010).

Describe how the promotion developed from concept to implementation
The campaign insight &"Experience the Olympic Winter Games wherever you are", was based on the unique WOW app, available for this phone, which featured unique Olympics content, enabling the user to be up to date of the Olympics wherever/whenever, feeling like a winner. This led to the big idea: "Samsung Omnia, A winners' phone". For this spectacular we really wanted the users to feel like winners. So we gave them a truly winning experience of the Olympic Winter Games, being awarded a virtual medal for their ski-jump.

Describe the success of the promotion with both client and consumer including some quantifiable results
- Samsung was highlighted as one of the proud sponsors of the 2010 Olympics. - Thousands of people played the game, and sent it through to email addresses, websites and friends, because it was such an innovative experience. - The special edition Samsung Omnia smartphone that was connected to the relevant website sold over 10,000 phones in 2 weeks and sales went up by 20%.

Explain why the method of promotion was most relevant to the product or service
The spectacular displayed a Samsung-Omnia, with an interactive 42” screen resembling the phones’ display, the bus stop was converted to an Olympic setting. The screen displayed: “Want to jump? Fill out your name; mount the ski’s and ‘experience the Olympic Winter Games’.” The camera records three video clips, with the user looking anticipated, alarmed and exhilarated. These clips were then keyed in ski-jump-video showing the user as if he did the jump himself, thus giving an experience of the Olympic Winter Games. The video was then sent to the users e-mail address so he/she could experience the video again.