| Title | START TABBING |
| Brand | SAMSUNG INDIA ELECTRONICS |
| Product / Service | GALAXY TAB |
| Category | D01. Integrated Digital Campaign |
| Entrant | DIGITAS INDIA New Dehli, INDIA |
| Entrant Company: | DIGITAS INDIA New Dehli, INDIA |
| Advertising/Web Design Agency: | DIGITAS INDIA New Dehli, INDIA |
| Name | Company | Position |
|---|---|---|
| Lt. Nandu Narasihman | Digitas India | National Creative Director |
| Partho Sinha | Digitas India | Executive Vice President |
| Manish Sinha | Digitas India | Chief Strategy Officer |
| Ashish Mago | Digitas India | Vice President |
| Himanshu Gaur | Digitas India | Group Head- Creative |
| Anika Wadhera | Digitas India | Business Director |
| Vikram Dhiman | Digitas India | Creative Consultant |
| Akshat Bhardwaj | Digitas India | Copywriter |
| Ankur Srivastav | Digitas India | Senior Interactive Designer |
| Divya Hingorani | Digitas India | Project Manager |
| Virender Kumar Jangra | Digitas India | Flash Developer |
Loaded with features, the Samsung Galaxy Tab was a product like no other. However it had to be launched against the iPad. The communication needed to transcend mere technology! The product required a cultural insight that consumers could root for. We therefore invented a point-of-view called ‘TABBING’ - a new age nomenclature for seamless productivity and creativity to describe our TG’s way of work life. Using Paid, Owned and Earned media the culture of Tabbing was seeded. Results: -813million impressions, at an average CPM of USD 0.64 against an Indian industry average of USD 2.1 - 2.7million clicks -26,000 sales leads -15,000 units sold