Results and Effectiveness

Omnia became one of the most successful phones in Samsung’s portfolio in terms of sales in target countries. Our partner selection, show selection, and timing were spot on. During the four weeks of the Omnia campaign, we were attracting viewing figures that were 36 per cent higher than the previous month in Singapore, Malaysia, and the Philippines, reflecting the excitement of the Grand Prix. Viewership for the premiere of each show was up 15 per cent. These sky-high viewing figures meant that our content was seen 12.4 million times, by 2.55 million people in the above three countries.

Creative Execution

We partnered with AXN’s eBuzz, a lifestyle magazine program popular with Samsung’s “young-minded” audience, weaving Omnia into segments highlighting its daily lifestyle applications. Timing was fortuitous. Omnia’s roll-out aligned with eBuzz coverage of F1’s Singapore Grand Prix – the first-ever night race. During five-minute segments shown in-program, host Jaymee Ong roamed Singapore, showcasing Omnia’s extraordinary capabilities, seamlessly incorporating key phone features into her experiences. Using the Omnia, Jaymee captured pre-race excitement and surrounding events: - Puccini’s Turandot Opera: demonstrated the video recording and playback function while filming a cast interview - Singapore GP Race Track: detailed GPS functionality during a drive around the track - Singapore Biennale: captured photos of artwork to highlight the camera functions - Amber Lounge Party Locale: showcased the Video Call, Email, MSOffice and Business Card Reader functions while networking with glamorous people Additional exposure was gained with re-edited 30-second vignettes which aired repeatedly across AXN.

Insights, Strategy and the Idea

The touchscreen smartphone market in Asia is hot, with many devices competing for attention, each with exciting new features. The rapid evolution of mobile phone offerings in the region means much of Samsung’s differentiating handset technology is getting lost on consumers, and even the most tech-savvy consumers aren’t even scratching the surface of the enhancements a mobile phone can bring to their everyday lives. It was becoming increasingly challenging for Samsung’s traditional marketing approaches to communicate all of the great new product features to their core target – “young-minded consumers” with high expectations for their mobile phones. These highly educated big spenders lead fast-paced socially centered lifestyles; their technology needs to keep up with their growing demands for on-the-go connectivity and function. While local market campaigns were working to drive product awareness, Omnia’s regional launch campaign required a platform that could bring the phone's technological advancements to life for consumers.