Title | MAKE MY IDEA |
Brand | SAMSUNG |
Product / Service | CORPORATE SOCIAL RESPONSIBILITY |
Category | C05. Co-creation & User Generated Content |
Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
Idea Creation | LEO BURNETT SYDNEY, AUSTRALIA |
Idea Creation 2 | SAMSUNG ELECTRONICS AUSTRALIA Sydney, AUSTRALIA |
Media Placement | STARCOM Sydney, AUSTRALIA |
PR | EDELMAN Sydney, AUSTRALIA |
Production | ELASTIC Sydney, AUSTRALIA |
Production 2 | FINCH Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Grant McAloon | Leo Burnett | Executive Creative Director |
Vince Lagana | Leo Burnett | Executive Creative Director |
Adrian Ely | Leo Burnett | Creative Director |
Nigel Clark | Leo Burnett | Creative Director |
Laurent Marcus | Leo Burnett | Digital Director |
Chris Summers | Leo Burnett | Senior Integrated Producer |
Adrian Jung | Leo Burnett | Head of Production |
Rebecca Morton | Leo Burnett | Group Business Director |
Emily Fisher | Leo Burnett | Business Manager |
Bryan Wilmot | Leo Burnett | Senior Planner |
Alexandra Roubine | Leo Burnett | Social Director |
Nathan Richman | Elastic Studios | Live Event Director |
Kent Boswell | Finch | Executive Producer |
Carla Szabo | Finch | Producer |
Patrick Barnes | Finch | Senior Applied Technologist |
Emad Tathouh | Finch | Director of Technology & Innovation |
Alex Williams | Starcom | Account Manager |
Gadget Group | Gadget Group | Website Build |
Flourish | Flourish | eDM Build |
Questacon | Questacon | Partnership |
The Make My Idea competition. A user generated promotion where students entered an idea they were passionate about, and if it made the cut, we turned it into a prototype, 3D design or illustration. All thanks to STEM. We then showed their ideas to the world on YouTube live and notified them when their idea was about to be broadcast.
The Make My Idea Competition was promoted through a targeted, mobile first campaign on Snapchat, posters at schools, and EDMs to teachers and parents, all driving students to the website where they could enter their idea. The campaign launched one month before students had to decide on what subjects they were taking the next year. Two weeks after the call for entries, we then broadcasted their ideas to the world on The Make My Idea Show on YouTube Live, a one-hour special where a range of experts talked through the subjects needed to make their ideas happen. Hosted by influencers with a massive following from our target, they also helped drive traffic to the site. After the Make My Idea live show, we then made mock ads for the product prototypes and advertised them on social, tagging the student creator in the post.
Most successful Samsung STEM campaign yet. Over 6000 entries. 30% click rate, smashing projections. A 77% increase in consideration for STEM subjects.
It was a highly targeted campaign, talking to students directly through schools and social, driving them to the website to actively engage by entering an idea on the Make My Idea Website. We also sent EDMs to teachers and parents to encourage them to get their student/child to enter an idea. On the website we gathered the student’s email so we could follow it up with an email that encouraged them to watch the Make My Idea Show. We then followed up with another EDM to tell them the STEM subjects they should study to bring their ideas to life.
The strategy was to reframe the outputs of studying STEM from boring and irrelevant to exciting and ‘relevant to my passions’ as well as personally rewarding today, not in the future. It needed to engage by showing that their own ideas and passion can be brought to life by STEM. It had a strong call to action for them to enter an idea of they want it brought to life. Target Audience: 13-17 year old students who are about to choose subjects for the next year. The Key Insight was that they have short term horizons and are motivated by things of direct, personal impact to their lives. While they love technology, they don’t see themselves as creators of it and therefore they see knowledge in STEM as an issue of tomorrow, but not a personal problem for them today.