THE SMART PHONE LINE

Silver Spike

Case Film

Presentation Board

TitleTHE SMART PHONE LINE
BrandSAMSUNG NEW ZEALAND
Product / ServiceGALAXY S4
CategoryA09. Best Use of Social Media Marketing
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND
Media Agency STARCOM NEW ZEALAND Auckland, NEW ZEALAND

Credits

Name Company Position
N/A Assembly Ltd Animation
Amanda Chambers Assembly Ltd Producer
Bob Wilson Oceania Led Systems Av/Led Wall Supplier
Craig Macgregor Colenso BBDO Digital Developer
Adam Wood Colenso BBDO Digital Developer
Paul Headington Colenso BBDO Digital Developer
Scott Chapman Colenso BBDO Producer
Amanda Theobold Colenso BBDO Producer
Paul Courtney Colenso BBDO Executive Producer
Andy Mcleish Colenso BBDO Head Of Planning
Scott Coldham Colenso BBDO Group Account Director
Simon Vicars Colenso BBDO Copywriter
Brett Colliver Colenso BBDO Art Director
Aaron Turk Colenso BBDO Creative Director/Digital Creative Director
Nick Worthington Colenso BBDO Creative Chairman
Jeff Nusz N/A Post Production
N/A Starcom Nz Media Agency
Debbie Fell Samsung Group Marketing Manager
Mike Cornwell Samsung Marketing Director

Results and Effectiveness

For two weeks, 12,000 fans waited in The Smart Phone Line. During that time they shared 36 features of the phone, reaching the facebook pages of 2.9 million people. 52,000 facebook posts and 34,000 tweets from our fans pushed news of the Galaxy S4’s launch right across social media. Media coverage surpassed Samsung’s best previous smartphone launch by 165%. With a digital media budget of just $10,000, the Galaxy S4 received $1.3 million dollars worth of PR and we launched a smartphone to the entire nation. Thanks entirely to our fans.

Creative Execution

People have always stood in line to get their hands on the latest smartphone. Instead of leaving our most impassioned fans waiting outside a store doing nothing, we turned them into our media channel. Our strategy was to turn the features of the Galaxy S4 into social currency. This enabled us to mobilize our fans and have them promote the phone for us. The more social influence a fan had, the further up The Smart Phone Line they would move. Rather than coming from a brand, people learned everything they needed to know about the Galaxy S4 from the most trusted source of all: their friends.

Insights, Strategy and the Idea

We were asked to create a social media campaign to build hype around the launch of the Samsung Galaxy S4 and inform people of the phone’s exciting new features. We knew Samsung fans couldn’t wait to get their hands on the new Galaxy S4. So instead of launching the phone ourselves, we got our fans to launch it for us. Fans joined The Smart Phone Line through facebook and Twitter. To get the first Galaxy S4, all they had to do was get to the front of the virtual line. Every day we sent them new features of the phone. Fans could jump the line by sharing these features with their friends via social media. The more their friends shared these posts, the further up the line they moved. The Smart Phone Line was broadcast live to a 150ft electronic billboard, turning the virtual queue into a real world line.