Cannes Lions

SAMSUNG BREAKING NEWS

STARCOM MEDIAVEST GROUP, Mumbai / SAMSUNG / 2013

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

News anchors launched the Galaxy III during primetime news on CNN and Times Now – the highest rating news channels in the country, as well as ET Now. The anchors announced the arrival as “breakthrough news in technology”; while on­screen supers reinforced the message. The launch became the most important story of the day! Over two days, custom content that reinforced the Galaxy’s breakthrough technological innovation was advertised in ‘Breaking News’ segments. Anchors demonstrated the Smartphone’s unique features in the segments, stamping it with their endorsement. ‘Coming up’ adverts promoting upcoming stories were shown in Galaxy III phone screens throughout bulletins, generating more awareness and reinforcing the Galaxy’s newsworthiness. Following launch week, the 100 buyers were invited to share their positive product experiences. These glowing reviews were stitched into e-content, adverts on news channels and on Facebook, encouraging content sharing and word­ of ­mouth.

Outcome

Samsung Galaxy III sales exceeded targets by 120%. Impressively, the campaign expanded the whole Smartphone market in India, increasing Smartphone sales from 30% to 50% of total 2012 mob phone sales. Samsung Galaxy III became the fastest growing Smartphone of the year and propelled Samsung to Smartphone leadership, cementing it’s No 1 market share position. The creative content ignited social media sites, generating more than 90,000 social media mentions and a huge increase in Facebook fans/followers. Consumer one discussions overwhelmingly endorsed Galaxy III as the greatest Smartphone and kept dialogue going long after the breaking news.

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