Cannes Lions

DUAL-SIM CELLPHONE

KINOGRAF, Kiev / SAMSUNG / 2011

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Overview

Entries

Credits

Overview

Execution

The integrated campaign was built around Sobchak's car crash. It was carried out step-by-step using a unique solution for each communication channel: Step 1. Teaser. A video story about Kseniya Sobchak’s accident at EVROSET store was placed on the Internet, one month before the TV-commercial was aired. The viral teaser on the Internet created the intrigue before the start of the ATL campaign and supported the interest in it during the whole communication.Step 2. Disclosure. The intrigue was exposed with the release of TV commercials. When the TV spot was aired, the discussion on the internet received a new momentum. Indoor/outdoor supported the plot of TV ad, but in this case Ksenya Sobchak was crashing the city light.Step 3. Trail. The viewer is always more interested in the backstage and it’s the Internet where the most active discussions of celebrity lives and scandals are held. The publication of a making-of movie gave rise to a new wave of buzz.

Outcome

The online campaign, which didn’t cost a Rouble, gathered over 400 publications on Russian and Ukrainian news and entertainment sites. Total campaign coverage reached 11,000,000 people mark.

Integrated use of media channels granted additional coverage of more than 3% of the target audience.

Within less than a week following launch on TV Duos made the top 20 best selling models of SAMSUNG.SAMSUNG Duos share in EVROSET portfolio made 2.8% at its sales peak, which exceeded the estimated 0.7% 4-fold. After the end of the campaign the model steadily holds its 1.4%EVROSET increased market share by 1.2 p.p.

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