We created an online ad that used device detecting technology to directly target people using a competitor device and delivered the message that only the Tab S2 has a screen worthy of high quality entertainment.

So if you’re not using a Samsung Tab S2, the people who create entertainment (directors, actors etc) will be upset that you’re watching all their hard work on an inferior screen.

Our online spot looked like a Game of Thrones trailer and used an actor from the show confronting people for watching all the hard work on such an inferior screen.

Thanks to the device detecting technology he knew whether you were watching it on a phone, desk top or competitor tablet and tailored his tantrum at you depending on the specific device.

We made a fake online trailer for one of the world’s most epic and popular shows of all time, Game of Thrones, and used an actor from the show famous for only saying one word (Hodor) and got him to finally speak up against inferior screens. Leveraging the show and actor helped it spread through social media.

Thanks to the device-detecting technology, he knew what device you were watching the spot on and had a tailored tantrum at you for watching such an epic production on such an un-epic screen.

He knew whether you were watching on tablet, phone or computer and his message changed depending on the device.

The Galaxy TabS2 was then presented as the only screen worthy of the entertainment they love.

The online trailer was seeded through social media, used as pre-rolls, expandable banners and a trailer micro-site.

- 2,980,219 video views

- Average CTR of 1.76%

- Reached 31.1% of value share of category, from 25% pre campaign.

- Over 58 million impressions.

- It reached 4,761,444 devices across desktop, mobile and tablet with the majority of these views on tablet and phone.

- And cost per view was very effective at $0.06 and cost per click of $3.79 (all $AUD).