Cannes Lions

SAMSUNG GALAXY S5: ALS ICE BUCKET CHALLENGE

CHEIL UK, London / SAMSUNG / 2015

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

To be as effective as possible, Samsung needed to join the Ice Bucket Challenge

immediately. So we created and produced a challenge film in 24-hours. The clip used the Galaxy S5’s S Voice function to let the phone speak, announce its intention and even nominate several other smartphone brands for the challenge.

The video was deployed via YouTube and Samsung’s social channels, including Twitter and Facebook.

Nominating non-water-resistant rival handsets was key to our success. Phone fans couldn’t resist an argument over who made the better device, allowing Samsung to engage with its own followers and those of other phones.

Outcome

The video went viral, clocking up more than four million views on YouTube in four days.

It reached more than 29 million people in 145 countries, and secured 3% of the global conversation around the Ice Bucket Challenge.

It was the 12th most watched challenge globally, ahead of many famous stars.

For a budget of just £6,000, the campaign earned a PR value of £545k (£0.0002 Cost Per Reach). It generated 28,954 spontaneous stories.

Of those who engaged, 18% referenced the phone’s waterproof feature, and 41% mentioned Samsung’s humour and confidence at nominating non-waterproof rivals,

which helped enhance the brand.

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