Cannes Lions

SAMSUNG SH100 WI FI

LEO BURNETT TAILOR MADE, Sao Paulo / SAMSUNG / 2012

Presentation Image

Overview

Entries

Credits

Overview

Execution

The budget was very limited for a launching campaign in all countries so we decided to built a regional fan page on Facebook for the category and developed a real-life promo. We created a character named Pancho who travelled through Latin America photographing all places with his Samsung SH100 Wi-Fi. The mechanic of the promo was easy: While Pancho travelled around each country, he took pictures of all places and posted them on the fan page. People had to guess where Pancho was, go to the place and say a key phrase. Whoever meet him first won a SH100 camera.

Outcome

During the promotion our Fan Page became a conversation between consumers, and not the usual brand monologue. Pancho became a famous loved character in all countries. People wanted to interact with him and his story. People started using Pancho as their profile picture, they started buying his T-shirt, asking for autographs, sending love letters to Pancho, and the brand, travel tips etc. Spontaneous media: blogs, newspapers, radio and TV shows inviting and talking about Pancho.

4,600,000 visits in 20 days 98.9% of engagements and positive comments 350,000 active users per week

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