MAKE MY IDEA

TitleMAKE MY IDEA
BrandSAMSUNG
Product / ServiceCORPORATE SOCIAL RESPONSIBILITY
CategoryC05. Co-creation & User Generated Content
EntrantLEO 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

Credits

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 Campaign

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.

Creative Execution

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.

Results

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.

Links

Website URL