Samsung Duos: Crash with Ksenia Sobchak by Kinograf Kiev for Samsung

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Samsung Duos: Crash with Ksenia Sobchak

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Industry Retail, Distribution & Rental companies
Media Film
Market Ukraine
Agency Kinograf Kiev
Released September 2010

Awards

Effie Awards 2011
The Winners IT/Telco Bronze

Credits & Description

SUMMARY:

Mobile phone sales in Russia and Ukraine declined sharply in 2009 due to the economic crisis. The advertising campaign “Kseniya Sobchak. Crash” exceeded business goals for both Samsung and Evroset brands thanks to provocative communication strategy and an integrated approach to media channel selection. The campaign integration was provided by the creative idea – the car accident of rowdy Russian celebrity Kseniya Sobchak in the Evroset store. Sobchak’s car crash at Evroset became one of the most successful advertising projects using the Internet in the former USSR territory.

The objectives? To increase the share of the whole Samsung Duos line in Evroset’s Ukrainian sales portfolio and to reinforce Evroset’s market share in Russia. With the help of a teaser internet campaign which went viral one month before the TV ad campaign hit screens across Russia and Ukraine, Evroset saw a market share increase of 1,2% and the sales of all Duos phones grew 3-fold.

Title "Crash"
Agency Kinograf
City Kyiv
Advertiser Evroset/Samsung Electronics
Brand Name Samsung Duos
Market Russia, Ukraine
Country of Production Ukraine
Type Television
Actor / Celebrity: Kseniya Sobchak