Samsung Promo GUESS by Leo Burnett Tailor Made Sao Paulo

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GUESS

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Industry Mobile phones, devices & accessories
Media Promo & PR
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Ruy Lindenberg
Art Director Saulo Monjon, Fabio Moran
Copywriter João Paulo Testa | André Brandão
Account Supervisor Bruno Panico
Released November 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: SAMSUNG
Product/Service: PHONE
Agency: LEO BURNETT BRASIL
Date of First Appearance: Nov 25 2010
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Entry URL: http://www.essamerece.com/guess/promotion
Creative Director: Ruy Lindenberg (Leo Burnett)
Digital Creative Director: Fabio Moran (Leo Burnett)
Art Director: Saulo Monjon (Leo Burnett)
Art Director: Fabio Moran (Leo Burnett)
Copywriter: André Brandão (Leo Burnett)
Account Director: Renato Broggin (Leo Burnett)
Account Supervisor: Bruno Panico (Leo Burnett)
Account Executive: Renato Barros (Leo Burnett)
Media Director: Luiza Camara (Leo Burnett)
Media Supervisor: Andre Massuda (Leo Burnett)
Media placement: Internet - Facebook - 24/11/2010

Describe the objective of the promotion.
To introduce Samsung's new tablet The Galaxy Tab, and its features. As well as showing, clearly, it is a product that converges portability, connectivity and productivity by bringing more opportunities for people’s routine," on the go”.

Describe how the promotion developed from concept to implementation.
The idea was to portray the premise - portability, connectivity and productivity - applied to real life to ensure understanding and identifying with the product’s proposal.
To generate interest for the action, 8 celebrities were selected and one day in their routine using the Galaxy Tab was filmed without revealing their identity. These videos were posted daily on a Facebook page, potentiating the engagement and the spread of the message. The tips were scattered in the videos and in moments of using the product. Participation was simple, all they need to do was to pay attention and guess who the personality was. The first correct guess won the Galaxy Tab.

Explain why the method of promotion was most relevant to the product or service.
The Samsung guess demonstrated in a clear and cool way, the several possibilities the Galaxy Tab offers in the day-to-day. Throughout the promotion, all the product’s features were demonstrated in real life situations and presented in a natural way. While having fun, participants were able to identify with some of the situations and understand how the Galaxy Tab can affect their own routine.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In 21 days, there were more than 500.000 page visits and 17.000 guesses generating millions of potential impacts on Facebook. The participants enjoyed themselves while getting to know the Galaxy Tab and a little more about the lives of celebrities. All products available during the action were sold.