The Campaign

Samsung Electronics Australia wanted to support the launch of two products that were ideal for young creative types - the Samsung Galaxy Note 3 smartphone, with a bigger screen and S-Pen, and the Galaxy Gear smartwatch with built-in camera. Our challenge was to prove the creative credentials of these products to our audience. Enlisting the help of iconic Australian film director Baz Luhrmann, we set a challenge for ten young filmmakers - to make a film using the GALAXY Note 3 and Gear smartwatch as part of the creative process. They spent six days at the National Institute of Dramatic Arts, and received mentoring from Baz Luhrmann himself. The young creatives then developed a short film that premiered at the Sydney Opera House as part of the iconic building’s 40th Anniversary with the film industry elite in attendance. We shared behind the scenes content of the film-makers’ experiences on YouTube, and through online and social media. A national campaign with global scale: - 31 million PR impressions across 6 countries - Over 1.7 million content views - trending in YouTube top 10 for Australians aged 18-24

The Brief

To build credibility for the GALAXY Note 3 and Gear’s creative credentials, we had to creatively demonstrate those credentials. Content would play an important role in that demonstration, with both direct content views and earned media coverage of that content being key to the success of the program. Social impressions were also measured to ensure the ongoing reach of the program. (In each of these key areas – content views, earned media coverage and social impressions – the program exceeded our ambitious targets, sometimes by factors of more 300 per cent.)

Results

Campaign results include the following: * The campaign generated over 31 million impressions globally through PR and social. (Approx. 1100% of target) * In total, The Shoot’s videos collectively gained more than 1.7 million views on YouTube. (Approx. 380% of target) * They also trended in the Top YouTube 10 videos for Australians aged between 18 and 25 during the campaign period. * In addition, the campaign generated an advertising value equivalent of $15,078,619 (Approx 750% of target) Due to client confidentiality, we are unable to provide indicators of the impact of this campaign on sales. However we can say, the activity was considered so successful that the model of this campaign is now considered as a template for future campaigns for the brand.

Execution

Social and digital played a central role in introducing the competition to our audience, and keeping them engaged along the way. Entries to the initial “competition” phase of the program were driven primarily through social (with support from press and digital advertising), with many fans of the Samsung page referring it on to friends. At the same time, a targeted media outreach targeted readers of youth and creative blogs and sites. Once the young filmmakers had got to work, we shared this content with our audience through social (Facebook and YouTube) and blogs including Pedestrian TV. Collectively, this digital outreach generated more than 1.7 million views, with The Shoot’s behind-the-scenes product demonstration videos trending in the top 10 videos for Australians aged 18-25.

The Situation

Our task was to raise awareness of the Samsung Galaxy Note 3 smartphone and Gear smartwatch, and build credibility among young Australians. The Samsung Galaxy Note 3 and Gear are packed full of features that make it easy to be creative. We had to do more than just tell people about these features; we had to prove this claim in a way that would be compelling to our audience of young creative-minded Australians.

The Strategy

In collaboration with star director Baz Luhrmann, we created a filmmaking project called The Shoot and invited young creative Australians to be a part of it by making creative submissions to join the project. Out of the several hundred entrants, ten young filmmakers were selected to spend six days at the National Institute of Dramatic Arts. During their time there, they used the Galaxy Note 3 and Gear to make a short film, from script to completion. And along the way, they were mentored by top industry professionals, and receive a masterclass from Baz Luhrmann. Finally, their film made a gala premiere at the Sydney Opera House – hosted by Baz Luhrmann and The Sapphires star Miranda Tapsell. Along the way, every bit of their experience was documented and featured as video content, which we used in social and online as product demonstrations for the Samsung Galaxy Note 3 and Gear.