The Campaign

We created an online ad that used device detecting technology to directly target people using a competitor device and delivered the message that only the Tab S2 has a screen worthy of high quality entertainment. So if you’re not using a Samsung Tab S2, the people who create entertainment (directors, actors etc) will be upset that you’re watching all their hard work on an inferior screen. Our online spot looked like a Game of Thrones trailer and used an actor from the show confronting people for watching all the hard work on such an inferior screen. Thanks to the device detecting technology he knew whether you were watching it on a phone, desktop or competitor tablet and tailored his tantrum at you depending on the specific device.

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.  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).

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 TV show trailer) while they watched it on a competitor device by using device-detecting technology. And deliver the message that the screen they’re using is inferior, and not worthy of the entertainment they watch on their device. The message was tailored message to them depending on the device they were using. The spot was online across social media, mobile, expandable banners, a microsite video and pre-rolls. The strategy was also to leverage an actor from one of the most loved and epic entertainment productions of all time to deliver the message.