Results and Effectiveness

3,000,000RMB of donation money and over 160,000km of cumulative running distance have been achieved. Over 500,000 people have watched the Hope Relay advertisement at 7 Stikus wall sites, including 5 Wanda Cinema branches and 2 Samsung Brandshops. Tweets and retweets made are 8,742, and people who retweeted the advertisement have 11,200,000 followers in total.

Creative Execution

Stikus wall is 10m(W)x3m(H) large scale digital signage and has a multi touch screen in the middle where people can make interaction such as taking pictures, decorating the pictures taken, sending E-mail, and making tweets. For these amusing functions and multimedia effects, it shows remarkably higher advertisement recognition rate(95%) than the conventional media. This makes Stikus wall the briefing board of Hope Relay. After people put a flame stamp or frame - which are basic functions of the media wall - on the photo that they take onsite and send SNS, this flame can be delivered to various places when people retweet the SNS. Stikus wall broadcasts the route of the flame, which embodies the torch relay of Olympic. This interaction encourages people to participate in. People get amused while they take part in the relay virtually and they are motivated to spread the news in the process by retweeting.

Insights, Strategy and the Idea

This event is designed to encourage people to participate in the relay which collects donation based on the distance that they have run. 18RMB per 1km will be collected to donate by Samsung when people run with the application named ‘Hope Relay’. The targets are in their 20’s and 30’s who are used to using smartphones and energetic enough to run with the application, and Stikus wall also has similarly young customer group. Since the application should be downloaded in advance to give donation, it is essential to spread the news and download links. Stikus wall offers them both offline and online, as it has the functions of sending SNS onsite. Comparing with the conventional media signage, this SNS function shows explosive spreading effect that leads Stikus wall to overcome the limitation of place. It is expected to enhance the reputation of Samsung brand by doing society a favor.