Cannes Lions

MOBILE PHONES

STARCOM MEDIAVEST GROUP, Madrid / SAMSUNG / 2009

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Overview

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Credits

Overview

Execution

For our target of tech-savvy men and women 25-35, the buzz is the key. We began with a teaser campaign suggesting Columbus’ famous finger was missing. Through guerrilla tactics, we posted video footage, testimonies and comments about the missing finger on online news, blogs and social networks, all to start the nationwide conversation, “Where’s Columbus’ finger?” As buzz grew, Omnia led the charge to solve the mystery, creating a special website for updates on the search and hoisting a banner calling for its return in Madrid’s Columbus Square. With the public focused on fingers, we created a cast of animated index fingers that encouraged people to head to a virtual city full of index finger personalities. By launch the message was clear: Omnia was the device of choice for index fingers everywhere, including those of the most famous hands in Spain: Real Madrid Goalkeeper Iker Casillas and Christopher Columbus.

Outcome

Our buzz campaign received 105 MM impressions, with 120 free media mentions valued at more than 1.6 MM€. The teaser campaign of Columbus’ missing finger drove this word-of-mouth and became a viral phenomenon: videos logged more than 14,000 hits and the microsites registered more than 60,000 visits. The Omnia campaign ranked as one of the top five campaigns for awareness for our target while active and Samsung moved up three places in category awareness, ahead of iPhone. Given that Apple finished its iPhone launch campaign just two days into the start of ours, we stole the spotlight!

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