Cannes Lions

SAMSUNG SPEAK UP

STARCOM MEDIAVEST GROUP, Gurgaon / SAMSUNG / 2013

Presentation Image
Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Execution

We partnered with Channel V, India’s leading Youth Channel and created investigative reporters who unearthed the issues that mattered most to young Indians in social media; censorship and sexual harassment, and reported them in ‘Samsung Galaxy V Speak’ branded TV segments. Galaxy Y Smartphones were integrated into the coverage in

interviews. Flash Mobs and street plays were staged in multiple locations to engage the audience ‘on the ground’ and event footage was broadcast in the programs. SPEAK UP debates were held in newly opened V Spot Cafés in Delhi & Gurgaon,­ popular hangout joints for youth. And we used social media to encourage national participation through debates on Facebook, Channel V one forums and on mobs. The uncensored conversations captured youth opinion and Samsung Galaxy was there every moment, armed with our audience’s desire for open, progressive communication and social leadership.

Outcome

Galaxy Y became one of the fastest growing Smartphones in the country and helped propel Samsung to the No. 1 Smartphone brand in India, with dominant market share (AC Nielsen Sales Audit). Speak Up reached over 12.1 million youths via on­line coverage, three mn through ‘on the ground’ activities, and generated 1560 minutes of discussion and 104 minutes of on­line editorial. Over 10,500 debates ran on Facebook & Channel V forums, and Samsung web searches increased 75%. Brand awareness soared from 14% to 29% and Samsung Mob was ranked India’s Top Brand in Social Media (NM Incite).

Similar Campaigns

12 items

The FlipCode Mystery

SIR MARY, Zurich

The FlipCode Mystery

2024, SAMSUNG

(opens in a new tab)