Non conventional Marketing - All eyes on s4

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Non conventional and creative Marketing - All eyes on s4 …

Non conventional and creative Marketing - All eyes on s4
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  • 1. All eyes on
  • 2. In 2013, Swisscom and Samsung joined forces to launch the Samsung Galaxy S4 smartphone in Switzerland. The task was to create a buzz around the new device and leverage earned media to reach the masses…
  • 3. …It went viral
  • 4. The advertising / Marketing activity Ambiant advertising Innovation Participation Installation Interaction
  • 5. The brief • Brand/Product: “Galaxy S4” • Background/Overview: Founded in 1969, in South Korea. Category leader in mobile • Target audience: People aged between 20 to 50 years old. • Message: Show that the new product is not only superior in its technology features but is also a unique and diverting tool. Makes life more enjoyable • Tone & Style: New and original, raises attention and curiosity, entertain the people. • Marketing Purpose: - To inform of Galaxy S4 new features. - Stay top of mind - Making the buzz. • Media: Banners, microsite and especially YouTube reaching millions of view. • Legal & Mandatories: Almost no speaking and only using the participants’ reactions.
  • 6. The Analysis Ambient Interaction Top of mind recall “Creates the buzz” Surprise and creativity User-generated content Simple and easily conveyed message
  • 7. Key numbers • 4,1 million views, 19,582 likes and 136,180 shares on YouTube • 151 000 interactions on the microsite • 1,5 million views of the event live stream • Over 12 Million AdImpressions in Switzerland • 1 in every 3 Swiss people reached. • Ranked #5 on the Global Viral Video Chart 2013 (cw 23)
  • 8. Places
  • 9. Microsite
  • 10. Banners
  • 11. Coverage
  • 12. All eyes on Presented by: Non-Conventional and Creative Marketing 01.05.14 Jordana Benchimol Nathan Mimoun Caroline Layani Elisa Cohen Raphael Chicheportiche Lyronne Marciano