Humans will be humans. They treat their work phones like their personal phones and do all sorts of weird and wonderful things with them.

So we sourced and used 100% real footage of people doing some of those silly things with their work phones. And we then told the business audience how simple it is to keep their confidential corporate data secure with Samsung Knox.

No matter what their employees get up to.

The campaign ran from 1 June 2017 until 12 July 2017 in 25 countries, including US, UK, Germany, France and South Africa (where the Seagull spot topped the list of Kantar Millward Brown's Best Liked Ads 2017).

The films were aimed at C-suite and ITDM business audiences. We worked with media partners including Wired and Washington Post to target our audience when reading articles about mobile security and data breaches. And in social we targeted those having conversations about mobile and data security on Twitter and LinkedIn. The films also ran as TVCs on business news networks such as CNBC and Bloomberg.

We also targeted business audiences at airports by sponsoring Boingo wifi hotspots, and tailoring the message around people using unsecured “free” wifi on their mobile devices.

The campaign hit 89.9 million impressions across Twitter, LinkedIn, Youtube, Bloomberg, The Washington Post, CIO, Wired and a number of other global media partners. An average video completion rate of 64% (astounding for such a busy audience) led to 840,000 click-throughs to the Samsung Knox hub on Samsung.com (55% higher than the industry benchmark). The spots created 2.5x higher consideration for the Knox platform, and 3x higher preference for the Samsung brand overall.