Samsung Film, Digital, Case study Samsung YouTube TV by Zebra Hero

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Samsung YouTube TV

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Industry Mobile phones, devices & accessories
Media Film, Digital, Interactive & Mobile, Case study
Market Russia
Agency Zebra Hero
Director Andrey Paukov, Vladimir Vaulin
Creative Director Artem Tsaregorodtsev
Copywriter Elnara Yalaltdinova, Yulia Frolova
Production JAMI Moscow
Art Director Vitaly Tsygankov
Designer Mariya Kupriyanova
Released June 2017


ADCR Awards 2017
Integration & Innovation Content Ideas Gold
Interactive & Mobile Social Media Campaigns Gold
Integration & Innovation Creative Strategy Bronze

Credits & Description

Client: Samsung Russia

Creative Team (JAMI):
New Business Director: Alexander Stratilatov
Strategy Director: Ilya Volkov
Strategist: Lara Gryazeva
Creative Director: Ivan Dyachenko
Creator: Anastasiya Dunaeva
Client Service Director: Vadim Ustyuzhanin
Account Director: Dzhamilya Shayhutdinova
Social Media Director: Gregory Rozanov
Art Director: Vitaly Tsygankov
Designer: Mariya Kupriyanova
Pr Director: Sergey Maslennikov

Creative Team (zebra Hero):
Creative Director: Artem Tsaregorodtsev
Creative Producer: Elena Samoylova
Creative Producer: Dmitry Scherbakov
Copywriter: Elnara Yalaltdinova
Copywriter: Yulia Frolova
Film Director: Andrey Paukov
Film Director: Vladimir Vaulin
Motion Designer: Dimitry Kornienko
Producer: Konstantin Melnikov
Producer: Alexandra Homich
Producer: Ekaterina Sutormina
Producer: Andrey Dementiev
Assistant Producer: Nataliya Agapova
Samsung Mobile Russia: Svetlana Millina, Marcom And Coop Part Leader;
Marketing Communications Lead: Elena Podolskaya


Our task was to relaunch Samsung Russia YouTube channel and make it popular among millennials and Generation Z. Another goal was in drawing attention of the audience to the launch of new products in Galaxy S7 и S7 Edge series. The client wanted to form loyal attitude and reinforce trust of target audience, make average view time of the published content longer and create a viral project.
We suggested our client to replace flight shows on the channel with full long-term platform. Samsung YouTube TV is a real television within YouTube, yet all the shows are chosen by the viewers!
We defined the topics, that were interesting to our target audience: travelling, games, music, technology, series, etc.
Then we launched nine short pre-rolls, in which famous bloggers pithed ideas of future shows to the audience. If the viewer had watched the video till the end, the show gained +1 vote.
As a result, five shows got to the finals due to the number of views, duration of the view and the number of channel visits. The episodes of these shows were shot and issued on air. Every show had cross-media interactive communication with viewers.
Final results: 40,000,000+ views, 630,000+ likes and 180,000+ new subscribers of the Samsung Russia channel, 38,000,000 reach, 44% of the Russian Internet users.