Cannes Lions

CNN TURK POWERED BY SAMSUNG

STARCOM MEDIAVEST GROUP, Istanbul / SAMSUNG / 2013

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Case Film

Overview

Entries

Credits

Overview

Execution

Instead of just handing tablets, we created training sessions for CNN’s TV faces to help them find Note 10.1’s functions that suits best to their needs.

We prompted tablet screens real-time on air to demonstrate them actively using the features multiscreen, stylus pen, shape/text match etc. For instance, while a talk show host would use the multiscreen feature to check Twitter mentions and take notes simultaneously, a weatherman would draw and cut mini clouds on the map for interactive forecasts and an economist displays gold price seasonality from his slides while checking latest economic updates.

We made light-hearted videos of famous personalities assistants called “Why he/she doesn't ask anything to me anymore?”, where assistants tell why they feel redundant after their boss have started using Note 10.1.

Samsung branded Twitter hashtags aired during this campaign to ignite the online interaction. We also seeded videos in CNN’s and Samsung’s website and social media channels.

Outcome

New broadcasting experience reached 6.424.000 people from TV screen. We increased Note 10.1 awareness and observed 15% sales increase during the campaign period.

Online seeding was very successful with 0,04% CTR compared to overall flagship campaigns of Samsung. We’ve interacted with 166.960 unique visitors and showed our videos.

Above all, CNN Turk faces confirmed their satisfaction and improved work experience with lesser workload. Although the campaign has ended, some of them are still using the device. A prominent economist of CNN Turk told that he no longer uses pen and notebook but works with Note 10.1 to prepare his slides.

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