Samsung Promo SAMSUNG #GOEDVERHAAL by Leo Burnett Amsterdam, Saatchi & Saatchi Amsterdam

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SAMSUNG #GOEDVERHAAL

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Industry Photo & Video Cameras, Accessories
Media Promo & PR
Market Netherlands
Agency Leo Burnett Amsterdam
Creative Director Maarten Dobbelaar
Art Director Tim Ten Dam
Copywriter Joris Raaijmakers
Designer Bycen Moolenaar
Agency Saatchi & Saatchi Amsterdam
Creative Director Rick Coolegem
Released December 2012

Credits & Description

Advertiser: SAMSUNG
Agency: SAATCHI & SAATCHI / LEO BURNETT
Category: Durable Goods
Strategy: Arjan Kapteijns (Saatchi & Saatchi / Leo Burnett)
Account Director: Daniëlle Nootebos (Saatchi & Saatchi / Leo Burnett)
Designer: Bycen Moolenaar (Saatchi & Saatchi / Leo Burnett)
Creative Director: Maarten Dobbelaar (Saatchi & Saatchi / Leo Burnett)
Strategy: Martijn Benschop (Saatchi & Saatchi / Leo Burnett)
Account Manager: Maroushka Volker (Saatchi & Saatchi / Leo Burnett)
Creative Director: Rick Coolegem (Saatchi & Saatchi / Leo Burnett)
Art Director: Tim Ten Dam (Saatchi & Saatchi / Leo Burnett)
Design: Bycen Molenaar (Saatchi & Saatchi / Leo Burnett)
Account Manager: Claire Daemen (Saatchi & Saatchi / Leo Burnett)
Design: Joan An Beaudoin (Saatchi & Saatchi / Leo Burnett)
Copywriter: Joris Raaijmakers (Saatchi & Saatchi / Leo Burnett)
Strategy: Tim Polder (Saatchi & Saatchi / Leo Burnett)
Digital Director: Wesley Bos (Saatchi & Saatchi / Leo Burnett)

Relevancy
During the campaign, we showed that every story shared on Twitter becomes even better when it is accompanied by a photo. After all, a photo says more than 1,000 words. Our improvisation team demonstrated live how easy it is to make beautiful photos and share them directly with the Samsung Galaxy Camera. This provided the target group with personalized and surprising content and demonstrated the features and quality of the Galaxy Camera.

Outcome
Our campaign reached as many as 7 million people (total campaign reach). 54,581 unique visitors saw our improvisation team take 121 unique photos in less than 30 hours (4 per hour, 1 every 15 minutes). We achieved a Tweetreach of 484,660, of which 184,128 were organic and 300,532 paid/promoted tweets. In total, the campaign provided € 50,000 earned media value and PR coverage.

Implementation
We called on Twitterers to share a #GOODSTORY with us. We then translated this Tweet into a unique photo. How? With 3 comedians from Boom Chicago, 18 wigs, 6 racks of clothing and countless props. In just 30 hours we made 121 photos; 1 every 15 minutes. In that short period of time, we created an idea for the photo, dressed up the comedians and build the set. The resulting photo was retweeted directly from the camera. Everything was filmed and edited on site so each photo had a making-of. This whole process could also be followed via a livestream.

Client Brief Or Objective
Each day millions of people squeeze stories into 140 character Tweets. Those stories become bigger and better with an accompanying photo. And that’s exactly what the new Samsung Galaxy Camera does. Thanks to Android, 3G and/or WiFi, it can be used to take high-quality photos which you can edit and share directly from the camera. On Twitter, for example. Our objective was to launch the Galaxy Camera as the ultimate storytelling device.