Cannes Lions

SOCCER MODE BUTTON

LEO BURNETT TAILOR MADE, Sao Paulo / SAMSUNG / 2014

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Case Film
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Overview

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Credits

Overview

Description

In Brazil, branded content is increasingly used by larger brands as an alternative means to reaching an audience in a non-conventional way.

Execution

• In this case, we made a video depicting a soccer match beginning with the warm-up in the Brazilian team’s changing room. Throughout the video, consumers were given the option to switch soccer mode on and off using a button provided, thus allowing the match to be viewed both with and without emotion in the same way as it would on an actual Samsun television.

Outcome

• We were able to allow consumers to test the product without leaving their homes, and before going to the store to purchase a television on which to watch the World Cup.

• The campaign was able to differentiate Samsung’s line of televisions from those of its competitors, enabling easy decision making for the consumer in the face of dozens of alternative options.

• There was a significant increase in terms of both customers seeking the product and actual sales, taking advantage of a predicted rise in demand with the lead-up to the World Cup.

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