Cannes Lions
CHEIL WORLDWIDE, Gurgaon / SAMSUNG / 2017
Overview
Entries
Credits
Description
THE IDEA
CONVERT IDLE TV SCREENS AT SAMSUNG SHOWROOMS INTO ON-THE-SPOT ADOPTION CENTRES BY PLAYING VIDEOS OF DOGS UP FOR ADOPTION ON SAMSUNG JOY PLUS TELEVISIONS.
Execution
THE EXECUTION
WE CONVERTED SAMSUNG SHOWROOMS INTO ON-THE-SPOT ADOPTION CENTRES BY PLAYING VIDEOS OF DOGS UP FOR ADOPTION ON SAMSUNG
JOY PLUS TELEVISIONS. THEIR UNIQUE SCREEN CAPTURE OR 'LIKE IT? KEEP IT' FEATURE, ALLOWED THE VIEWER TO NOT ONLY SEE DOGS UP
CLOSE AND PERSONAL BUT ALSO SAVE THEIR PICTURES AND TAKE PRINTS OF THEM. AFTER WHICH, ALL THEY HAD TO DO WAS SIMPLY CALL THE
ANIMAL SHELTER AND TAKE THE DOG HOME.
Outcome
THE RESULT
OVER 40 DOGS WERE ADOPTED. APPROX 1 MILLION CUSTOMERS (AVG. 1000 FOOTFALLS/DAY X 30 DAYS X 30 STORES) WERE DIRECTLY ENGAGED
THROUGH THIS CAMPAIGN AT NO ADVERTISING COST WHICH RESULTED IN AN OVERWHELMING RESPONSE OF OVER 15,000 ENQUIRES.
ADDITIONALLY, LARGE NUMBER OF IMPRESSIONS WERE RECORDED ACROSS SOCIAL MEDIA WHICH WAS QUALITATIVELY RICH AS PET LOVERS ON
SOCIAL MEDIA ARE MOST VOCAL AND MOST ACTIVE WHEN IT COMES TO ANY CAUSE.
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