Title | INSTANT NEWS SATIRE |
Brand | SAMSUNG |
Product / Service | SAMSUNG GALAXY NOTE II |
Category | A05. Best Use of Digital Media in a Direct Campaign |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Entrant Company | COLENSO BBDO Auckland, NEW ZEALAND |
Advertising Agency | COLENSO BBDO Auckland, NEW ZEALAND |
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 |
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.
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.
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.
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.