INSTANT NEWS SATIRE

Bronze Spike

Case Film

Presentation Board

TitleINSTANT NEWS SATIRE
ClientSAMSUNG
Product / ServiceSAMSUNG GALAXY NOTE II
CategoryA05. Best Use of Digital Media in a Direct Campaign
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND

The Brief

This campaign was to launch the new Samsung Note II in New Zealand. Our target was 28+ SINKS and DINKS who were starting to gain more responsibility in life. We found out that they were busy people so ads that simply tell them what a new product does don’t have the cut through we required. With that in mind then we knew it was important to show them the features of the new Samsung Note 2 in an original and engaging way - rather than tell them.

Creative Execution

The creative shows the Note 2 off as great for creating stuff at pace. By handing it over to one of New Zealand’s sharpest wits and leading satirical cartoonists we went beyond the banner to become part of the content. We showed that the Note 2 and Samsung as a brand were capable of being creative, more so than their Apple counterparts.

Describe the creative solution to the brief/objective.

To showcase the Note 2 as perfect for effortless and instant creativity, we collaborated with the New Zealand Herald’s legendary satirical cartoonist, Peter Bromhead. For nearly a month Peter drew a cartoon live in the banner space next to a top online news story. Our aim was to raise awareness of the new phone amongst our target so our projected response rates were to achieve click-through at twice the category norm.

Results

Our objective was to get twice as many click-throughs as the category norm. This is a huge challenge with the amount of ads that bombard our target. It’s important to note that this piece of communication was about driving awareness of this new phone and it’s capabilities so that our target would engage with the product. Our ads achieved a click through rate x4 times over the category benchmark. Further more, we engaged our target with a dwell ratio of 9.73%, considerably higher than the 5.87% category benchmark.

Credits

Name Company Position
Rachel Mcauley Samsung Mobile Communication Manager
Peter Bromhead N/A Cartoonist
Nanette Miles Toybox Production Company Producer
Toybox Production Company
Vikash Deepchand Colenso Bbdo Digital Developer
Craig Thompson Colenso Bbdo Digital Designer
Toby Yonge Starcom Senior Planner
Jason Sullivan/Melissa Evans Apn Digital Media Strategist
Mike Cornwell Samsung Marketing Director
Andy Mcleish Colenso Bbdo Head Of Planning
Amanda Theobald/Jen Storey Colenso Bbdo Agency Producer
Justine Boyd Colenso Bbdo Group Account Director
Ben Polkinghorne Colenso Bbdo Copywriter
Anna Stickley Colenso Bbdo Art Director
Dan Wright Colenso Bbdo Digital Creative Director
Levi Slavin Colenso Bbdo Creative Director
Nick Worthington Colenso Bbdo Creative Chairman