Cannes Lions

MACH MALPAUSE!

STARCOM MEDIAVEST GROUP GERMANY, Frankfurt Am Main / SAMSUNG / 2013

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Overview

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Credits

Overview

Execution

The idea was to show how much fun it is to use the Galaxy Note by playing a game of Drawing Charades. How do you get someone to WANT to play? You invite everyone in Germany to play against one of its most engaging celebrities virtually, one on one.

We invited Mirja Boes, a famous German comedian to host the game on Samsung’s local YouTube channel, which became the center of our campaign. She drew pictures on the Galaxy Note’s screen and players then typed in their guesses as Mirja reacted in her own humorous way. Our customers found it to be a truly addictive and entertaining experience.

We focused completely on paid search on YouTube. We analyzed the list of the most searched keywords and integrated the relevant ones into our strategy. This enabled us to expand our reach significantly adding a greater number of players in a short period of time.

Outcome

In our game of Drawing Charades, the Samsung Galaxy Note was the true winner. Impressive brand engagement was achieved, with relatively long stays on the channel, lasting up to 5 minutes. Our briefed objective was to activate 100,000 participants within a 10-week period than we did prior to the 6th week mark. Three weeks in, we met the 1 million views mark and our traffic driving strategy achieved 1000% of objective.

We leveraged interactive videos to create an addictive and contagious user experience that demonstrated the key features of the new device in an experiential manner. And, had some laughs along the way.

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