Cannes Lions

SAMSUNG GALAXY S5: ALS ICE BUCKET CHALLENGE

CHEIL UK, London / SAMSUNG / 2015

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Overview

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Overview

Description

In mid-2014, the ALS charity’s Ice Bucket Challenge became a global phenomenon.

This campaign used that event as an opportunity to promote the ALS’s local UK equivalent, the MNDA (Motor Neurone Disease Association).

Samsung’s agency entered its client’s water-resistant Galaxy S5 smartphone in the challenge. It then nominated its non-water-resistant rival smartphones (Apple, Nokia and HTC) to take the challenge. This created a viral effect on social channels, provoking rival factions of phone fans to view and comment, all helping to raise awareness of MNDA.

Outcome

The best result of all was that as the video went viral (clocking up more than four million views on YouTube in four days) the campaign further raised awareness of MNDA's cause, on both a UK and Global scale.

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.

"We also received a great shout out from MND on twitter:

.@SamsungMobileUK Thank you for your generous donation to our fight. It will make a very big difference. #MND"

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