Cannes Lions

MONITORS

GIOVANNI FCB, Sao Paulo / SAMSUNG / 2002

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Overview

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Credits

Overview

Description

Launch the new line of TV/Computer monitors and increase the Samsung’s brand awareness in the segment. Samsung was developing a promotional sale action in the high income target audience shopping malls to launch its new line of TV/Computer monitors. The media team was challenged to find a way to use those shopping malls to reinforce the promotional action. We contacted the administration of each shopping mall in order to see the availability to install adhesives (the same size and format as the real Samsung’s monitors) at the mirrors of the toilets. We aired the actions according to product’s distribution (this means we were only in malls that were selling the products) avoiding budget dispersion. The media team has developed an innovative idea of showing the new Samsung line of TV/Computer monitors in a differentiated format and place. Looking for how to execute it we realized we could, through an adhesive gluded in the mirror, reflect the consumers’ face image, as it was the monitors screens saver. It was very innovative, cheap and impactful. Many consumers has called Samsungs’ marketing team in order to make compliments about the action. Mirrors in toilets of shopping malls were so different that the recall was very high.

Execution

The media team has developed an innovative idea of showing the new Samsung line of TV/Computer monitors in a differentiated format and place. Looking for how to execute it we realized we could, through an adhesive gluded in the mirror, reflect the consumers’ face image, as it was the monitors screens saver.

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