I-PHONE5 CHARGING STATION

TitleI-PHONE5 CHARGING STATION
BrandSAMSUNG ELECTRONICS INDONESIA
Product / ServiceSAMSUNG S5
CategoryA03. Targeted Ambient Media: Small Scale
EntrantLEO BURNETT INDONESIA Jakarta, INDONESIA
Entrant Company LEO BURNETT INDONESIA Jakarta, INDONESIA
Advertising Agency LEO BURNETT INDONESIA Jakarta, INDONESIA
Production Company ORANGE WATERLAND Jakarta, INDONESIA

Credits

Name Company Position
Brian Charles Capel Leo Burnett Group Indonesia Group Executive Creative Director
jules Tan Leo Burnett Group Indonesia Creative Director
Bahari Chandra Kasih Leo Burnett Group Indonesia Creative Group Head
Bahari Chandra Kasih Leo Burnett Group Indonesia Art Director
Sarwanto Ex. Leo Burnett Group Indonesia Art Director
Singgih Nugroho Leo Burnett Group Indonesia Copywriter
Bahari Chandra Kasih Leo Burnett Group Indonesia Graphic Designer
Budiarto Leo Burnett Group Indonesia Executive Producer
Gordon Ford Leo Burnett Group Indonesia Head Of Brand Experience Design
Eddo Faisyano Leo Burnett Group Indonesia Brand Experience Design Producer
Dani Abimanyu Leo Burnett Group Indonesia Brand Experience Design Creative Group Head
Debajyotti Dutta Leo Burnett Group Indonesia Head of Business
Ivonne Edenton Leo Burnett Group Indonesia Account Director
Affan Helmi Leo Burnett Group Indonesia Account Executive

Execution

An i-Phone charging station that sends out our messages to its users on their device when actived

The Brief

Samsung’s brief to the agency was to highlight the new Galaxy S5’s key feature; ‘Ultra Power Saving Mode’ which lets you use your phone for 24hrs with a 10% charge left in your S5 battery. The opportunity was to target iPhone loyalists who ignore their phone’s battery limitations. The challenge for communication was to deliver the message with maximum impact.

Creative Execution

It communicates our phone's feature on the target audience's phone, at a time when they need it most.

Describe the creative solution to the brief/objective.

19 - 30 Years old

Results

RESULT : The Charging station was up in 3 venues over one weekend. Total Reach over one weekend: 1987 consumers (based on iPhone users who used the charger out of total visitors) Total Recall of message over one weekend: 88% unaided recall and 100% aided recall (based on individual checks at exit) Total conversion of user preference towards Samsung: 43% (based on purchase intention) Total cost for one weekend over three venues: Approximately 2500 US$ ROI: cost per contact was 1.2US$ and cost per conversion was 3US$