Cannes Lions
LEO BURNETT SYDNEY, Sydney / SAMSUNG / 2013
Overview
Entries
Credits
Execution
All chosen media greatly helped us facilitate our duel-product messages. The media plan enabled us to design ads that would work forwards, backwards, upside-down and back-to-front.
TVC top and tails were booked to play the forward and reverse 30 second spots at the front and end of each commercial break. Double page spreads and rotating wobblers enabled our messages to be flipped upside down to advertise alternate products.
Outcome
Refrigerator awareness grew - 35% - fastest growing brand in awareness
Preference grew - 13%
Washing machine awareness grew - 27%
Preference grew - 12%
Typical PIB is 35%. Our average PIB was 73% & 67% first and last position in break respectively.
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