THE SMART PHONE LINE

Short List
TitleTHE SMART PHONE LINE
ClientSAMSUNG NEW ZEALAND
Product / ServiceGALAXY S4
CategoryC04. Stunts & Live Advertising
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency 2 PROXIMITY NEW ZEALAND Auckland, NEW ZEALAND

Execution

People have always waited in line for days to get their hands on the latest smartphone. When it came time to launch the Samsung Galaxy S4, we thought there must be a smarter way. Instead of leaving our most impassioned fans waiting outside a store in the cold, we enabled our fans to create a virtual version of themselves to wait outside for them. Broadcast live to a 150ft electronic billboard downtown, The Smart Phone Line moved and reacted like a real line would. When it rained, they put up umbrellas. When night fell, they settled into sleeping bags and under blankets. Fans could jump the line by sharing features of the phone with their friends via social media. The more their friends shared these posts, the further up the line they moved. 12,000 fans in The Smart Phone Line shared 36 features of the phone, reaching the facebook pages of 2.9 million people. For two weeks, Samsung fans waited downtown for the release of the Galaxy S4. No one got wet, no one went hungry and an entire country knew the next big thing had arrived. With a media budget of just $10,000, we launched a smartphone to the entire nation. Thanks entirely to our fans.

Credits

Name Company Position
Nick Worthington Chief Creative Officer
Aaron Turk Creative Director
Simon Vicars Copywriter
Brett Colliver Art Director
Scott Coldham Account Supervisor
Mike Cornwell/Debbie Fell Advertiser's Supervisor
Amanda Chambers Assembly Producer
Andy Mcleish Planner
Digital Developers: Paul Headington/Adam Wood/Craig Macgregor Other Credits
Paul Courtney (Executive)/Amanda Theobold/Scott Chapman Agency Producers