Samsung Promo SUPERSWYPERS by Starcom Amsterdam

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Industry Mobile phones, devices & accessories
Media Promo & PR
Market Netherlands
Agency Starcom Amsterdam
Creative Director Sander Ejlenberg
Art Director Liat Azulay
Photographer Jasper Suyk
Released August 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: SAMSUNG
Product/Service: SMARTPHONE
Date of First Appearance: Aug 1 2010
Creative Director: Sander Ejlenberg (Muse)
Art Director: Liat Azulay (Muse)
Planner: Karlijn van den Berg (Muse)
Design: Elano Collaco do Monte Teixeira (Muse)
Design: Donnie de Meijer (Muse)
Design: Cas Hamers (Muse)
Cient Services Director: Michael Littaur (Muse)
Account Manager: Julien Rappy (Muse)
Project Manager: Wouter Donkers (Muse)
Project Manager: Eline van der Stok (Muse)
Photographer: Jasper Suyk (Muse)
Chief Strategy & Innovation Officer: Richard van der Wilk (Starcom)
Consultant Communication & Media: Priscilla Trouerbach (Starcom)
Consultant Digital & Media: Iris Joosten (Starcom)
Senior Consultant Digital & Media: Sabine Poort (Starcom)
Accounts/Project Managers/Developers: Online Development (Media Monks)
Offline Manager: Monique van Overveld (Cheil)
Offline Manager: Sanne Troost (Cheil)
Product Manager: Caroline Teengs (Samsung Mobile)
Marketing Manager: Geert Mol (Samsung Mobile)
Media placement: TV Campaign 25" - RTL / SBS/ Dicsovery / MTV/ NGC - 12 July 2010
Media placement: SEM - Google (Incl. GDN) - 1 July 2010
Media placement: Superswypers Program/platform - Appr. 25 Superswypers (Casting In July) - 1 August
Media placement: Cinema - Film Follow The Expendables - 19 August 2010
Media placement: Blogging, Digital & Social Seeding / Activation - Blogs, Twitter, Foursquare, Facebook, MSN, Lastfm, Clubscene Ads - 1 August 2010
Media placement: Celeb Activation - Geenstijl, Nicolette Van Dam, Winston Gerstanovitch, Gordon - 1 August 2010
Media placement: Mobile Activation - App & Rich Media Advertsing Smarthpones - 1 August 2010
Media placement: Club/Bar Activation & Outdoor - Toilet, Bars, Posters, 1850 Screens National - 16 August 2010
Media placement: Radio - Non Spot Superswypers - 16 August 2010
Media placement: Print - Editorial & Clubagenda Sponsoring - August 2010
Describe the objective of the promotion.
While Swype allowed consumers to operate at shocking speeds, checking off tasks quicker than ever before, how could it transport them to more than one place at a time? It seemed impossible and reserved for fiction and fantasy.
Or maybe not…
We removed the physical barrier of time and proved how Samsung’s Swype technology could transform the impossibility of being in multiple places at once into a reality.
We created an army of SuperSwypers – real-time roving personal reporters dispatched anywhere to provide moment-to-moment event testimonials – at any event, big or small using the Galaxy S with Swype.
Describe how the promotion developed from concept to implementation.
By harnessing the power of SuperSwypers, users did not have to miss out on a single experience. All SuperSwypers were carefully selected amongst young professionals through an intensive ‘social connectivity and active capability’ casting to ensure ultimate social advocacy. They were fully ‘socially’ equipped with pre-installed Galaxy S phones, SuperSwypers outfit and connected to the SuperSwypers platform posting their SwypeStories.
SuperSwypers was the answer to jammed packed calendars and it exponentially increased productivity all because of Samsung’s new technology. We were going to ensure users never missed out on a memorable moment, regardless if ten of them happened at once.
Explain why the method of promotion was most relevant to the product or service.
We bend the laws of space and time and executed the best way to prove how miraculous Swype technology is, and how it can benefit everyone. Creating the SuperSwypers program (SuperSwypers, social connected platform with SwypeStories) connected the USP (Swype) with the concept inextricably.
Our SuperSwypers delivered the impossible – ability to live and experience multiple events at the same time. With the hurdle of time and place conquered, we achieved an extraordinary impact on users who were doubtful of Swype, but could not deny the superior technology of Samsung and how busy or unavailable no longer existed in their vocabulary.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Over one month, our SuperSwypers:
• attended more than 160 events (consumers currency).
• generated more than 6,500 Twitter messages on Twitter, which expanded to more than 270,000 Twitter contacts.
• created more than 600,000 video streams through YouTube.
Overall, our efforts transcended all sales targets, resulting in the number one marketshare smartphone in NL ongoing.
And consumers realised the value and effectiveness of Swype technology compared with other smartphones:
• We accomplished top-of-mind consideration among 16-35 year-olds that ultimately led to sustainable brand preference and loyalty.
• Our TOMA was 34%, compared with 13% of our closest competitor.