|Product / Service||SAMSUNG TAB S2|
|Category||A06. Use of Talent|
|Entrant||LEO BURNETT SYDNEY, AUSTRALIA|
|Idea Creation||LEO BURNETT SYDNEY, AUSTRALIA|
|Media||STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA|
|PR||EDELMAN Sydney, AUSTRALIA|
|Production||MINDS EYE London, UNITED KINGDOM|
|Production 2||FILAMENT POST PRODUCTION London, UNITED KINGDOM|
|Laurent Marcus||Leo Burnett, Sydney||Executive Producer|
|Rumble Studios Sydney||Audio|
|Mark Tutssel||Leo Burnett Worldwide||Global Chief Creative Officer|
|Vince Lagana||Leo Burnett||Executive Creative Director|
|Amanda Quested||Leo Burnett||Head of Client Service|
|Emily Taylor||Leo Burnett||Planning Director|
|Brendan Swansborough||Leo Burnett||Senior Account Director|
|Grant McAloon||Leo Burnett||Executive Creative Director|
|Adrian Ely||Leo Burnett||Creative Group Head|
|Nigel Clark||Leo Burnett||Creative Group Head|
|Rachel Devine||Leo Burnett||Senior Producer|
|Chris Summers||Leo Burnett||Digital Producer|
|Janifer Wong||Leo Burnett||Designer|
|Russell Mitchinson||Leo Burnett||Planning Director|
|Peter Lyndon||MindsEye Production||Director|
|Nic Sadler||MindsEye Production||Director|
|Max Yeoman||MindsEye Production||Producer|
|Jonny Kight||MindsEye Production||Producer|
|Pippa Halfnight||Filament Post Production||Post Producer|
|Hani Alyyousif||Filament Post Production||VFX Supervisor & Flame Artist|
|Richard Nelson||Filament Post Production||VFX Supervisor & CG Artist|
|Jamie Crofts||Filament Post Production||Flame Artist|
|Frank Eagan||Filament Post Production||CG Artist|
|Keong Seet||Leo Burnett||Front End Developer|
|Farham Amjad||Leo Burnett||Back End Developer|
|Ian Bell||Samsung Australia||Head of Marketing|
|An Le||Samsung Australia||Marketing Manager|
|Michelle Carter||Samsung Australia||Assistant Marketing Manager|
The creative idea was that only The Samsung Galaxy Tab S2 has a high quality screen worthy of high quality entertainment. Therefore, if you’re not using a Samsung Tab S2, the people who create epic entertainment (directors, actors etc) will be upset that you’re watching all their hard work on an inferior screen. So in our spot, we used an actor from one of the world’s most epic productions of all time (Game of Thrones), an actor famous for only saying one word (Hodor) and got him to finally speak up against inferior screens. The spot was designed to look like a trailer for the show and used device-detecting technology so he knew what device you were watching the spot on and had a tailored tantrum at you for watching such an epic production on such an un-epic screen. It was enough to finally make Hodor speak up.
We made an online trailer in the genre of Game of Thrones, and got the actor from the show famous for only saying one word (Hodor) to finally speak up against inferior screens. Leveraging the show and actor helped it spread through social media. Thanks to the device-detecting technology, he knew what device you were watching the spot on and had a tailored tantrum at you for watching such an epic production on such an un-epic screen. He knew whether you were watching on tablet, phone or computer and his message changed depending on the device. The Galaxy TabS2 was then presented as the only screen worthy of the entertainment they love. The online trailer was seeded through social media, used as pre-rolls, expandable banners and a trailer micro-site.
- 2,980,219 video views - Average CTR of 1.76% - Reached 31.1% of value share of category, from 25% pre campaign. - Over 58 million impressions. - It reached 4,761,444 devices across desktop, mobile and tablet with the majority of these views on tablet and phone. - And cost per view was very effective at $0.06 and cost per click of $3.79 (all $AUD).
To promote the superior screen of the Samsung Galaxy TabS2 tablet our spot was aimed at people who watch entertainment on their personal devices/tablets. To talk directly to them, the ad we created was designed to look like entertainment – a trailer for Game of Thrones. We recruited Kristian Nairn, the actor from the show famous for only saying one word (Hodor) and got him to finally “speak up” against inferior personal device screens. And deliver the message that high quality entertainment should only be viewed on high quality screens like the Samsung Galaxy Tab S2.
Broadly, we targeted the 9.142 million Australian smartphone users, male and female, who either owned or intended to own a tablet. We knew that 70% people use a competitor tablet and 16 million Australians watch entertainment on their tablet. So the strategy was to target these people by designing our spot to look like a piece of entertainment (a trailer for epic production, Game of Thrones) while they watched it on a competitor device by using device-detecting technology. The strategy was then to leverage an actor from Game of Thrones (Hodor) to deliver the message that the screen they’re using is not worthy of him and the entertainment he’s involved in. The message was tailored to them depending on the device they were using.