Brand Experience and Activation > Use of Promo & Activation
SERRANETGA, Zurich / SAMSUNG / 2015
Overview
Credits
BriefExplanation
The “Alpha Cover Shoot” was created to boost the market launch of the Samsung Galaxy Alpha in Switzerland. On the campaign microsite, users found an immediate call to action to engage with the brand and the sophisticated claim “Just Alpha”.
Idea: The world’s first user-generated print magazine cover that is created from a digital fashion shoot. In a video introduction, the international topmodel Ronja Furrer puts the Galaxy ALPHA in your hands and asks you to photograph her for the cover of a magazine. The online experience was connected to the real world – in an online competition, the best picture was chosen to be featured on the cover of the biggest lifestyle magazine in Switzerland: Friday.
ClientBriefOrObjective
With its first Smartphone with a full-metal frame, Samsung turns to premium design positioning itself as lifestyle brand on the mobile phone market. The global claim «Just Alpha» underlines the new sophisticated attitude. The challenge: How do we introduce the GALAXY ALPHA to a young and fashionable target group? Strategy: Samsung teamed up with the most popular and international successful swiss topmodel Ronja Furrer. Together they offer the target group an experience that they will remember - and share. The Idea: Bringing a photo shoot to digital life and creating a fun experience for the target group.
Outcome
For Samsung the “Alpha Cover Shoot” was a case that attracted international attention. For Samsung Switzerland it was the first encounter with the fashion community - and it wowed the target group.
The numbers were impressive, especially considering the small size of Switzerland: More than 28.000 ALPHA covers were made in only two-weeks time. There were 200.000 visits on our microsite with an average of 4.5 minutes time spent, 112.000 interactions through Google Rich Media Banners, 175.000 engagements on Facebook and Earned media contacts worth 1.8 million Swiss francs. The banners were featured in the Google Rich Media Gallery. With the ALPHA Cover Shoot, users experienced a fashion shoot on a new level while Samsung took a big step right into the fashion world.
Relevancy
The creative execution was relevant for two objectives: 1. Strengthen Samsung’s innovative image not only in the tech- but also in the fashion world. 2. Maximise PR for the new phone thorugh target-group relevant media.
1. The Alpha Cover Shoot (runtime 2 weeks)
- Interactive photo shoot on a microsite
- Google Rich Media Banners with the whole microsite integrated were spreaded over popular websites
2. Release of Friday Magazine with the user-created cover (1 day)
3. Zurich Fashion Days: The topmodel met the winner of the online contest.
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