Background - Samsung has a diverse range of products at a wide range of prices. The new Galaxy Alpha was a fully loaded smartphone priced to appeal to a younger audience

Business problem - How could we get young British people to ignore the latest Apple iphone and make a more independent choice

Creative Strategy - Align choosing the Galaxy Alpha with Britain’s quirky, independent nature

Creative approach - Celebrate British diversity and independence and align that with Samsung’s own diverse and independent approach

Results - Samsung’s highest scoring TV spot ever tested in the UK

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.

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

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.

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.

Justify Liberty Mutual’s premium pricing in an increasingly price led insurance category.

Background — The 5th biggest Insurance company in the US, but perceived as faceless and old fashioned.

Business Problem — In an increasingly price lead market, create a clear and consistent positioning that would differentiate Liberty and justify their price premium.

Creative Strategy — Position Liberty as a ‘proactive insurer’, who do everything in their power to prevent accidents happening in the first place.

Creative Approach — Use Liberty’s own people and history of innovation to bring expertise and humanity to the brand.

Results — 7 years of consistent award winning communications in all channels, that helped Liberty maintain it’s premium pricing and become a fortune 100 company and the 4th biggest insurer in the US

Make Beechnut, a small babyfood manufacturer, a serious challenger to the biggest baby food company in the world, Gerber.

Background - Beechnut is America’s second biggest baby food manufacturer, but dwarfed by Gerber, the biggest baby food manufacturer in the world.

Business Problem - Buying share by discounting products (coupons, special offers etc.)

Creative Strategy - Being a smaller family run business, Beechnut pays attention to the little details like a mother would, and Gerber can’t.

Creative Approach - Use ‘small’ media to explain how at Beechnut small details make a big difference. Redirect new mums to a caring, information rich, website.

Results - Beechnut made profit for the first time in 5 years. 1.6 million visits to the website in first three months. Marketing director promoted to board. 

Increase awareness of NYSE Euronext’s pan-European trading platforms amongst the top 1200 Equity Traders in Europe.

Background - NYSE Euronext is known primarily as the New York Stock Exchange, and is less known for its expertise in European Markets.

Business problem - To increase awareness of NYSE’s trading platforms in Europe AND generate opportunities for the sales force to talk directly to Europe’s leading traders.

Creative Strategy - An exclusively alpha male audience, with a strong ‘gambling’ mentality, we created a fantasy football game around the European Champions League that combined strategic skill, fierce competition, gambling and amazing prizes.

Creative Approach - The creative platform was ‘ACCESSABILITY’. Our Pan European trading platforms give unique access to maximise traders ability, and our fantasy game would test their strategic ability to win unique access to the biggest names in European football. We worked with the best game builders, top managers and leading sports personalities to deliver the sort of access money could not buy.

Channels - Content rich website. DM to generate awareness of the site. Regular e-mail blasts to maintain interest and awareness over an 8 month period, always driving players back to the site for new content and more opportunities to win incredible prizes.

Results - Over 60% of the target played the game.