Non conventional Marketing - All eyes on s4
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The document summarizes an ambient advertising campaign launched by Swisscom and Samsung in Switzerland to promote the launch of the Samsung Galaxy S4 smartphone. The campaign involved interactive installations in public places that captured people's reactions without their voices, which were then uploaded to YouTube and went viral with over 4 million views. The campaign was highly successful in raising awareness of the new phone and its features, with over 1 in 3 Swiss people estimated to have seen the campaign.
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Non conventional Marketing - All eyes on s4
- 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…
- 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