RETWEET FOR A REMINDER AT RUGBY WORLD CUP 2015

TitleRETWEET FOR A REMINDER AT RUGBY WORLD CUP 2015
ClientSAMSUNG
Product / ServiceCONSUMER ELECTRONICS
CategoryB03. Social for Mobile
EntrantSAMSUNG ELECTRONICS AUSTRALIA Sydney, AUSTRALIA
Idea Creation TWITTER Sydney, AUSTRALIA
Media STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA
Idea Creation 2 STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA

The Campaign

In order for #WeRiseTogether to work we needed to create an exclusive mechanic for Samsung on Twitter to get our fans up and energised for the games. We enabled fans to receive a personalised wake-up call from their hero Israel Folau just before kick-off for each of the Wallabies games during RWC15. We also developed the capability to deliver the wake-up call to the user as a personal notification. This personal alert ensured that we had each individual fan's full attention before the game.

Creative Execution

Starcom, Samsung and Twitter developed a custom reminder mechanic on the platform, triggered by the simple act of a ReTweet. It worked in three steps: 1. User RT’s a Call To Action Tweet from @SamsungAU, encouraging support for the Wallabies in their next match. The CTA Tweet contained the TVC featuring Israel Folau 2. RT-ing the Tweet triggers a personal response from @SamsungAU, delivered as a notification, thanking the user for their support and confirming that they will receive a wake up call shortly before the Wallabies kick off the featured match. 3. User receives a personalised reminder Tweet from @SamsungAU an hour before kick-off AEST. The Tweet contained a voice message from Israel Folau encouraging the fan to wake and support the Wallabies. The campaign ran from 21/09/15 to 10/10/15 but engagement was so overwhelming that Samsung extended it to run for the quarters, semis and final on 31/10.

Initially Samsung planned to run the campaign for each of the Wallabies first 4 pool matches but recognising the volume and success of engagement they decided to extended it to right through to the quarters, semis and ultimately the final- concluding on 31/10/15. In total, we produced 7 unique, custom built Reminder mechanics. - 1,015,988 video views on Twitter, which meant Australians watched 266 days of the Samsung #WeRiseTogether video. -20% of all video views were earned media. - Engagement increased 25x from Game1 through to the Final. -The CTA Tweet received 7,145 Favourites and 4,257 ReTweets for a total of 11,402 engagements. -RT’s increased 971% from the Wallabies opening match through to the Final. - - Samsung achieved an engagement rate of 1.68% across the campaign. - Video view rate (completed views) 7.5x higher than the benchmark because we delivered the thank-you and reminder Tweets as personalised notifications.

Samsung wanted to engage with all Australians to encourage them to get behind the Wallabies at the Rugby World Cup 2015. It wasn't just about reaching the army of loyal Wallabies fans, Samsung wanted to get the whole country behind the team and provide value to this audience by ensuring they were reminded to wake up before each game. By providing this utility value to the audience, Samsung was able to participate in and drive conversations in the build up to each game on Twitter. They also ensured they created genuine excitement on game day by waking fans up and getting them behind the team.

Credits

Name Company Position
John Kelly Iris Sydney Creative Director
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