| Title | THE SMART PHONE LINE |
| Brand | SAMSUNG NEW ZEALAND |
| Product / Service | GALAXY S4 |
| Category | A01. Creative Effectiveness |
| Entrant | COLENSO 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 |
| Name | Company | Position |
|---|---|---|
| Nick Worthington | Colenso BBDO | Executive Creative Director |
| Aaron Turk | Colenso BBDO | Digital Creative Director |
| Brett Colliver | Colenso BBDO | Art Director |
| Simon Vicars | Colenso BBDO | Copywriter |
| Scott Coldham | Colenso BBDO | Group Account Director |
| Andy Mcleish | Colenso BBDO | Head Of Planning |
| Paul Courtney | Colenso BBDO | Producer |
| Amanda Theobold | Colenso BBDO | Producer |
| Paul Headington | Colenso BBDO | Digital Developer |
| Adam Wood | Colenso BBDO | Digital Developer |
| Craig Macgregor | Colenso BBDO | Digital Developer |
| Scott Chapman | Colenso BBDO | Producer |
| Mike Cornwell | Samsung New Zealand | Marketing Director |
| Debbie Fell | Samsung New Zealand | Group Marketing Manager |
| Amanda Chambers | Assembly Ltd | Producer |
| Matt Von Trott | Assembly Ltd | Director |
| Jeff Nusz | Assembly Ltd | Lead Developer |
| Bob Wilson | Oceania Led Systems | Av/Led Wall Supplier |
| Greg Skinner | Rollercoaster Design | Director |
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. We created a virtual queue, The Smart Phone Line, which fans could join through facebook and Twitter. 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. Broadcast live to a 150ft electronic billboard downtown, we turned a virtual queue into a real world line. Instead of leaving our biggest fans waiting outside a store for days, we turned them into our media channel. The Smart Phone Line enabled fans to get to the front of an online line by sharing features of the phone via social media. For two weeks, 12,000 fans shared 72,000 Galaxy S4 posts, reaching 15 million people.