I-PHONE5 CHARGING STATION
| Title | I-PHONE5 CHARGING STATION |
| Brand | SAMSUNG ELECTRONICS INDONESIA |
| Product / Service | SAMSUNG S5 |
| Category | A04. Innovative Technology for Mobile |
| Entrant | LEO 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
Creative Execution
Creative Execution: An iPhone charging station that sends out our messages to its users on their device when activated.
4. 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$
Strategy : Apple users think it’s cool to own an iPhone irrespective of it’s limitation. Especially it’s not so long lasting battery power. Samsung’s brief to the agency was to tap on to this opportunity by promoting one of Galaxy S5’s key features; ‘Ultra Power Saving Mode’ which lets you use your phone for 24hrs with a 10% charge left in your S5 battery. The communication challenge to make this apparent to the consumers because true iPhone loyalists are mostly oblivious to any superiority stance against their preferred brand. 2. The Idea: Iphone 5 Charging Station that conveys Samsung Galaxy S5 benefit.