The Campaign

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.

Creative Execution

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.  For many people, this would have been the first time they ever heard the beloved Game of Thrones star actually speak. 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 complained of all his hours in make, all the lines he has to remember and even shut down the special effects. After all, no point wasting it on a poor quality screen. The Galaxy TabS2 was then presented as the only screen worthy of the entertainment they love.

- 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).

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% of people use a competitor tablet and 16 million Australians watch entertainment on their tablet. So the strategy was to target these people watching entertainment on a competitor device by using device-detecting technology. To bring this strategy to life we needed to create a piece of content that looked like the kind of entertainment they watch on their tablets. So a big part of the strategy was to leverage an actor from a popular show known for its epic-ness.