Results and Effectiveness

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 these people. 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.

Creative Execution

We know that the most influential resource when choosing an electronic device is the internet. That’s where our target look for information and recommendations that will influence their brand and product preferences. With a limited media spend; we knew strategically we needed to be in this space. And with our target constantly updating themselves with news both locally and overseas, we placed our media on the leading online news website, www.nzherald.co.nz. We also chose specific stories that we thought would resonate with our target market.

Insights, Strategy and the Idea

Our target was 28+ SINKS and DINKS who were time poor yet had a keen interest to stay ahead of the curve. Ads that simply say what a new product does are everywhere so to get the cut-through we required we knew it was important to show the features of the new smartphone in an original and engaging way. Seeing as the Samsung Note II is 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. The phone empowered him to draw a cartoon that for the first time appeared instantly next to the story it related to. Raising awareness was our main job. This was to be measured through click-through. Our primary objective was ambitious: to perform at twice the category norm.