CELEBRITY TANTRUM

Silver Spike

Case Film

Presentation Image

TitleCELEBRITY TANTRUM
ClientSAMSUNG AUSTRALIA
Product / ServiceSAMSUNG TAB S2
CategoryB05. Mobile Advertising
EntrantLEO 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

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.

Credits

Name Company Position
Laurent Marcus Leo Burnett, Sydney Executive Producer
Rumble Studios Sydney Audio
Natalie Tay-Uceda Leo Burnett Senior Account Director
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
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