Creative Execution

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. The campaign launched one month before students had to decide on what subjects they were taking the next year. We promoted the competition 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. 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.

Most successful Samsung STEM campaign yet. Over 6000 entries. 30% click rate, smashing projections. A 77% increase in consideration for STEM subjects.

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. 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.