The Campaign

Instead of sales promotion focusing on the new product’s features and price promotions, we sent out the beautiful Christmas cards around the world, titled ‘Happy New Gear.’ We created a gigantic out of home Christmas card using X-mas appro-priate symbols such as a snow man, Rudolph the reindeer, and the christmas cracker. We also collaborated with British Westminster Council to showcase an Advent Calendar along with Gear S2 Christmas card at the London Marble Arch last December. This idea was to send a warm Christmas greeting to those around the world.

Creative Execution

Joining forces with 20 world-class illustrators, we made 30 illustrations of the new Gear S2 using seasonal Christmas objects like snow man, Rudolph the reindeer, Christmas cracker, candy cane, and snow balls. We especially focused on simple and bold graphics to highlight the new Gear S2 design. We sent out the world’s biggest Christmas card to 20 locations in 9 different countries. Starting in London where we could put up the largest (Marble Arch) and longest (Waterloo Station) OOH card in Europe, and continuing on to Milan, Singapore, Paris, Hong Kong, Moscow, Seoul and many other places.

Sales of the new Gear S2 were greater than the previous model, the Gear S, in the main countries where the OOH ran with increased sales of 1450% in France, 440% in the UK, 270% in Italy, and 240% in Singapore. On average global sales of new Gear S2 increased 220%.

For us, it was a challenge to deliver the most uncommercial message through one of the most commer-cial spaces you could imagine. This is why we decided to submit this campaign to Media Lions. With Gear S2 launching near Christmas season, we secured many out of home medias around the world. While we could have used these spaces to show off the new features on the Gear S2, or talk about seasonal offers, we figured people had enough of that around the holidays so we decided to use the space to send a holiday card around the world. We didn’t stop

Insights, Strategy and the Idea

We displayed the Gear S2 Christmas card near the most crowded streets to attract shoppers of all ages buying presents for loved ones. Digital animated cards were displayed around places such as London Piccadilly and Hong Kong Russel street where IT savvy millennials gather for shopping and meeting friends. We also collaborated with British Westminster Council to showcase an Advent Calendar along with Gear S2 Christmas card at the London Marble Arch last December to maximize buzz.