Awards » The CUP - Asia Pacific AdFest » Asia Pacific Advertising Festival (AdFest) 2014

Asia Pacific Advertising Festival (AdFest) 2014

Award Type: Advertising Awards

1537 Town in Town 3/1 Srivara Road, Plubpla Wangthonglang Bangkok 10310

Phone: +66 2 530 9300

Founded in 1988, ADFEST is an annual advertising festival celebrating and raising the standard of creativity.

And for the first time, ADFEST will also accept entries from the Middle East to further embrace the cultural diversity and richness in Asia.

ADFEST is a platform designed not only to promote and recognize creative excellence, but also provides a unique learning opportunity for participants through seeing the best works, listening to inspiring speakers, and exchanging ideas.

ADFEST embraces and celebrates local culture and heritage. With the rich history of heritage and legacy, ADFEST aims for the recognition and preservation of such local value.

Asia Pacific Advertising Festival (AdFest) 2014 Gold winners

The Smart Phone Line

Pin to Collection
Add a note
Industry Mobile phones, devices & accessories
Media Case study
Market New Zealand
Agency Proximity Auckland
Creative Director Aaron Turk
Art Director Brett Colliver
Copywriter Simon Vicars
Released October 2013


One Show 2014
Advertising Outdoor / Digital / Electronic Merit Pencil
Interactive Social Media / Best Integrated Campaign Led by Social Merit Pencil

Credits & Description

Media: Online, OOH
Agency: Colenso BBDO / AIM Proximity
Client: Samsung New Zealand
Brand: Samsung New Zealand
Company: Colenso BBDO / AIM Proximity, Auckland
Target: New Zealand · Asia Pacific
Creative Chairman: Nick Worthington, Colenso BBDO
Creative Director/Digital Creative Director: Aaron Turk, Colenso BBDO
Art Director: Brett Colliver, Colenso BBDO
Copywriter: Simon Vicars , Colenso BBDO
Group Account Director: Scott Coldham, Colenso BBDO
Head of Planning: Andy McLeish, Colenso BBDO
Agency Producer: Paul Courtney, Colenso BBDO
Agency Producer: Amanda Theobald, Colenso BBDO
Agency Producer: Scott Chapman, Colenso BBDO
Digital Developer: Paul Headington, Colenso BBDO
Digital Developer: Colenso Enquiries, Colenso BBDO
Digital Developer: Craig MacGregor, Colenso BBDO
Managing Director : Bob Wilson, OCEANIA LED SYSTEMS
Production Company Director: Greg Skinner , Rollercoaster Design
Production Company Producer : Amanda Chambers, Assembly Ltd.
Post Production: Jeff Nusz, Assembly Ltd.
Features: Ads and Sponsored Stories, Pages, Places, Facebook Platform
Language: English (UK)
Objectives: Intent, Online Traffic, Sales, Product Launch
Tags: Technology, Asia Pacific, English (UK), Ads and Sponsored Stories, Pages, Places, Facebook Platform, Intent, Online Traffic, Sales, Product Launch, Online, OOH  
We were asked to build hype around the launch of the Samsung Galaxy S4. Since the first iPhone release in 2007, Apple has dominated the New Zealand premium smartphone market. The buildup accompanying each new release has become something of a global ritual: from ‘leaked’ images to the press to the frenzied fans camping out in front of Apple stores vying to snap up the first shipment.
Samsung is the smartphone market leader globally, although not yet so in New Zealand: it is not a challenger brand. Rather than focus on Apple as the enemy, our strategy was to step up and generate demand in our own right. Any reference to Apple would be to step on them, rather than kick them in the shins.
We created The Smart Phone Line: an online queue that registrants signed up for through Facebook and Twitter. Rather than queuing in person, they could have their virtual selves queue for them. They used their profile picture as an avatar, then got in the virtual line. But unlike other lines, where queue-jumping is frowned upon, we encouraged it.
We fed participants content, features, and facts about the Galaxy S4, and content from the competition website, and they shared it with their friends and networks. The more people who liked or commented on participants' shared posts, the farther they moved up the line—and the closer they got to one of the 627 prizes on offer.
And while this action was taking place online, it was also happening in the real world, with a life-size real-time projection of the queue for all to see in Auckland’s Aotea Square. This was New Zealand’s largest ever LED installation: a giant 3-metre high LED billboard showing 50 metres of virtual people waiting in the line. The screen was linked to local weather and time data streams, which was then reflected in the behaviour of the virtual participants, who pulled out umbrellas when it rained and drifted off to sleep at night.
Campaign Performance
As Samsung’s Head of Marketing said, “The Galaxy S4 is stacked full of new technology, so it’s only right we launch it with something new and innovative. And that’s exactly what The Smart Phone Line was.”
The Samsung Galaxy S4 was set to redefine the smartphone experience. We redefined how you build hype, generate conversation, and get your word out into the world. Our primary objective was to create hype and talk around the “next big thing” and that is exactly what we did, harnessing the power of social media and combining this with people’s desire to be “in the know”.
Over two weeks in April 2013, we had 84,879 visits to, with 11,925 joining the online line. Collectively, participants published a total of 51,728 Facebook stories and 33,259 tweets. That’s nearly 85,000 shares over two weeks.
Indicative of our influencer strategy, 70% of traffic to the website came via referral, and engagement levels were very impressive: we achieved an average dwell time of 5:26 minutes.
The total number of people reached through the organic sharing of our content was a staggering 15,345,413—3.5 times the population of New Zealand (based on average 215 Facebook friends and 127 Twitter followers, as quoted by these networks). For a two-week social campaign, we were absolutely delighted with this result.