Showcasedagen 2015 | Samsung s6 | Move on

1. S6 EDGE CAMPAIGN

2. Mai 2015
Bakgrunn
• Lansering av flaggskiptelefonen
S6 Edge! Iphone-dødaren…
• Aktivisering og engasjement
utenfor teknomedier.
• En av flere kampanjer.
• Nordisk
• Timeframe: Helst i går.

3. Mai 2015
Utfordring
• Den globalt styrte
kommunikasjonen til SAMSUNG
er ofte lite tilpasset nordens
preferanser.
• Gjerne i overkant teknisk, råflott
og seriøst. Lenseflare, megahertz
og pixler.

4. 1.Triggerpunktanalysen

5. INSIGHT #1
Phones aren’t about technology anymore.

6. INSIGHT #2
We don’t just own a phone
- we have a relationship with it.

7. It’s the first thing we see when we wake up, and the last thing we
look at before we go to bed. What we reach for when we are bored,
feel unsafe or need to know something…

8. INSIGHT #3
We launch our new flagship phones in the spring.
- The nordic season of energy, renewal - and love…

9. STRATEGY
The new S6’s are built on real human insight, not just technological
advancement. We want to use that. To put some passion,
understanding and personality in our phone.

10. Energy + Renewal + Relationships
= «THE SEASON OF EXCITEMENT»

11. CREATIVE CONCEPT

12. MOVE
SAMSUNG S6 PRESENTS:

13. MOVE
WHAT
A campaign focusing on how to get over old, boring relationships.
With phones.
Debunking phone myths and showcasing smart new S6 features in a
more funny, entertaining and human way.

14. WHY
It’s spring! People want to experience new and exciting things again.
They want to be better versions of themselves - and we want to
inspire people to experience some positive change.
Technology shouldn’t stand in the way of real
relationships, real experiences.

15. (And we want to use the spring momentum to strengthen an already
growing feeling of boredom towards our main competitors…)

16. Engasjerende innhold

17. S6 EDGE CAMPAIGN OVERVIEW
«Move On»
1
THE
INTERVENTION
April
Attention
3
THE FIVE
STEPS
Ambassador
program
2
PHONE OR
PARTNER?
Consumer
activation
4
RELATIONSHIP
BOOST
Editorial
support

18. Gjennomføringen

19. 1. THE INTERVENTION
WHAT: WE KICKSTART THE CONVERSATION BY RELEASING A
PARODY AD CONFRONTING PEOPLE WITH THEIR RELATIONSHIP
ISSUES.

21. 2. «PHONE OR PARTNER?»
CONSUMER ACTIVATION

22. «PHONE OR PARTNER?»
Highlighting our level of relationship with phones. An easy A or B quiz
containing quotes that could describe both your relationship to your phone
and your partner. The answering options are always ‘Phone’ or ‘Partner’.
”The first thing I look at in the morning and the last thing I touch before I go
to sleep”
"When we're apart, I can’t think of anything else!”
“When we’re together I can share my innermost thoughts without being
scared of the reaction”
“I love that we share the same taste in music”
“I love it when we’re working in the kitchen together” Reference: ikeaordeath.com
The quiz is created in an online quiz
generator to be easily set up and
shared in Social Media. Content and
C2A to be shared through social
media (Twitter, Instagram, Facebook)

32. 3. THE FIVE STEPS
AMBASSADOR PROGRAM

37. 4. RELATIONSHIP BOOST
EDITORIAL SUPPORT

38. «THE S6 RELATIONSHIP BOOST»
Editorial support, with research and surveys supporting the «human
needs» of phones. SAMSUNG’s People Edge innovation focus. How and
why technology should support real relationships and real life, instead of
standing in the way of it.
«76% think it’s rude to check the phone in social settings. That’s why it
should be easier to know when you need check your phone, and when to
leave it alone.»