Over The Horizon, 3 Cheil Moscow para Samsung

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Over The Horizon, 3

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Sector Móviles
Media Digital, Case study
Mercado Rusia
Agencia Cheil Moscow
Associate Creative Director Mitya Yusov
Art Director Alena Klepikova
Copywriter Irina Filina
Agencia de production Red Pepper Film
Director Ivan Sosnin
Publicado marzo 2017

Premios

Golden Hammer 2017
PR Pr Driven Integrated Campaign Silver
Content And Entertainment Audiovisual Diploma
Social Campaigns Diploma
PR Corporate Responsibility Diploma
Content And Entertainment Integrated Diploma

Creditos y descripciones

Entrant Agency: Cheil Russia
Client: Samsung
Brand: Samsung Galaxy S7
Product/service: Smartphone
Advertising Agency: Cheil Russia
Production Agency: Red Pepper Film
Associate Creative Director: Mitya Yusov
Digital Creative Lead: Dmitry Sherbakov
Art Director: Alena Klepikova
Copywriter: Irina Filina
Producer: Tatiana Chepko
Director: Ivan Sosnin
Creative Producer: Danil Golovanov
Release Date: 10.03.2017
Synopsis:
Most people live within the constraints that they create by themselves.
Samsung, the leading smartphone brand in Russia, stands for innovations that improve people’s lives. The brand creates things that can’t be made so that people can do what they thought can’t be done. Samsung wanted to inspire general public to push beyond their own comfort zone and understand that daily life has much more to offer than they expect.
Goals: strengthen perception of Samsung as a brand that cares, engage general public in the brand culture and values through socially oriented product content. All these goals are set to increase PTO of the brand.
We told general public that their opportunities are limitless. The story of Alexander Zhuravlev – a blind traveler who makes beautiful photographs — inspired people to make them see their own opportunities.
1. Online-film about Alexander Zhuravlev
2.Website “Over the Horizon”, containing the online-film, Alexander's photos and the special ‘inner sight’ section enabling users to experience the world through Zhuravlev’s restricted vision
3.The project was promoted by the largest visual Shazam search ever used in advertising. Members of the public were able to access the project website by Shazam-ing the 28-storey “Hydroproject” building which has a façade that is the biggest Samsung-owned media screen in Moscow
4.Offline exhibition
5.Owned media
6.Special project on Zuzza.com, an online trade gallery of original photos
This initiative also helped raising funds for The White Cane charity fund through sales of Alexander’s images
700+ mentions in the media portals;
100 000+ posts in social networks;
1,5+ million Shazam contacts;
50+ million people – media coverage
Brand Pride +33% (PTO relative gap between recognizers and non-recognizers)