How 147 David Baileys launched Samsung’s latest digital camera.
Background - Totally unknown as a camera manufacturer with no reputation whatsoever in the category
Business problem - Low awareness, no distribution and massively outspent by traditional brands like Canon and Nikon
Creative Strategy - Reposition Samsung’s digital cameras as the next generation of SLR cameras
Creative approach - Borrow photographic credentials from Britain’s most famous photographer and force reappraisal.
Results - Increased brand share from 2.8% to 55% and cameras sold out across UK in just 11 weeks.
Samsung hand over their marketing to a bunch of Millennials.
Background - The latest Samsung Galaxy smartphone had 4 different versions designed to appeal to a more creative-minded, millennial audience.
Business problem - The audience we wanted to talk too are notoriously difficult to reach with conventional advertising and media
Creative Strategy - To use bloggers and influencers to reach them and talk to them in a way they would appreciate
Creative approach - We gave total freedom to our influencers to do whatever they wanted with the phones in order to show their capabilities
Results - 76% of our target audience viewed our content. 70% of the content was watched from start to finish. 90% positive sentiment
How a robot went global and sold 4G photography to the world.
Background - Samsung’s latest high end camera had 4G contectivity and could send professional quality images instantly from anywhere in the world.
Business problem - Our audience’s only reference point for 4G images was their phone, so they didn’t believe a camera could send professional quality images via 4G.
Creative Strategy - To give our audience a first hand experience of 4G and demonstrate the extraordinary quality they could achieve.
Creative approach - We built a robot, which we sent on photo-shoots around the world. Our target audience could control the robot from their computer, take photographs and send them straight back to their computer to see the quality first hand.
Results - Average of 9 minutes dwell time on site. Over 1.62 million images from the NX Rover were shared via social media.
A TV show, where 4 celebrities mentor 4 unknowns with amazing results.
Background - Samsung knows that when human potential meets their technology, amazing things can happen. And they wanted to show real people how technology could help them realize their full potential.
Business problem - The technology category is full of unrealistic, overblown uses of technology, which undermines peoples’ sense of what is really possible.
Creative strategy - To show in detail how technology can help individuals realize their full potential.
Creative approach - We needed a longer format to show what real people can really achieve with technology. We created a TV with Sky 1 that showed massive creative talents actually mentor individuals. Not the ‘X Factor’ style of mentoring, but in depth, hands on and the only prize being what they can achieve together.
Results - 1.3 million watched the show. 2.4 million watched the online content. 3.7 million liked or shared our Facebook content.
Global TVC for the Marshall range of digital headphones and EarPods. Leveraging their history as a heritage brand and the importance of what we listen to, and how we listen, in shaping our world today.
