Cannes Lions

Samsung-NDTV Camera Phone Partnership

LODESTAR UM , Mumbai / SAMSUNG / 2018

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Overview

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Credits

OVERVIEW

Description

On TV, competitive brands were fuelling their SOV by promoting their ‘Camera Quality’.

Samsung needed disruptive strategy to break this clutter by adopting an innovative yet extremely effective strategy.

We diligently studied our audience and drilled out actionable insights. Focused groups, research tools and audience archetypes revealed – ‘new technology lured early adopters’. Our proprietary research tool ‘Moments’ tapped into social listening to identify apropos touch-points. News and Digital emerged as leading platforms that helped them stay connected, informed and be Tech exhibitionists.

News, as a medium, is treated seriously and consumed widely but provides little scope for innovation. Disrupting industry norms, we came up with a path breaking idea and partnered with NDTV- India’s first independent News Channels’ Network. Hence, was conceived an alliance between two brands, Samsung and NDTV, known to be innovative, trustworthy and leaders in their respective categories--- NDTV content now being filmed on ‘Samsung Smartphones’.

Execution

This paradigm shift saw a 3 months preparation period. Training on usage of this new technology happened across NDTV offices and verticals acquainting employees with the newly adopted set up, audio convergence and an app developed to transmit video recordings in real time. This method saved resources and helped provide faster, wider coverage, even in areas where bulky cameras couldn’t reach before. Use of this technology at World Economic Forum2018 at Davos, Elections and other special events was a much-coveted feat.

With logistics in place, multiple creative renditions and planned frequent presence on all possible formats with half million+ spots translating to 225Mn+ seconds, would ensure omnipresence through 356days. Bugs-‘Filmed on Samsung phones’ and Channel IDs ending ‘Now shot on Samsung phones’ became a constant on the network.

On Digital, we would reach 65Mn people with a 24x7 presence of a widget on the homepage through the year.

Outcome

What we had conceived as a brand idea could predictably become an industry breakthrough. The ease of using a phone camera has made reporting more dynamic and resource saving. Other networks have approached Samsung for trials.

Our partnership with NDTV kicked off in H2 2017 and there has been a gradual build up with elements getting executed in a planned and phased manner. The initial phase has created buzz in the market and built the desired cognizance around 4K camera technology.

A 2X increase in market share and a 3X gain in ‘Proud-to-own’ score (imagery matrix) within 3 months of implementation has ensured Samsung retained top spot as India’s most trusted brand. (Source: https://economictimes.indiatimes.com/industry/services/advertising/samsung-most-trusted-brand-tata-in-top-5-report/articleshow/63805605.cms)

Influencers from technology space have been endorsing Samsung’s leadership in technology. This helped reiterate Samsung’s credentials as a pioneer in technology and see rapid rise in desirability.

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