POWERSHARE STATIONS

Short List
TitlePOWERSHARE STATIONS
BrandSAMSUNG
Product / ServiceSPECIAL BUILD OUTDOOR
CategoryB02. Native & Built-in Feature Integration
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Idea Creation LEO BURNETT SYDNEY, AUSTRALIA
Media Placement STARCOM Melbourne, AUSTRALIA
Media Placement 2 JCDECAUX AUSTRALIA Sydney, AUSTRALIA

Credits

Name Company Position
Jason Williams Leo Burnett Chief Creative Officer
Grant McAloon Leo Burnett Sydney Executive Creative Director
Nigel Clark Leo Burnett Sydney Creative Director
Adrian Ely Leo Burnett Sydney Creative Director
Brad Grey Leo Burnett Sydney Art Director
Laurent Marcus Leo Burnett Sydney Creative Technology Director
Kim Jerbo Leo Burnett Sydney Digital Creative Director
Ronald Regis Leo Burnett Sydney Senior Integrated Producer
Dorothea Linneweber Leo Burnett Sydney Senior Integrated Producer
Keong Seet Leo Burnett Sydney Lead Developer
Margaux Bowdler Leo Burnett Sydney Designer
Adrian Jung Leo Burnett Sydney Head of Production
Dan Crozier Leo Burnett Sydney Finished Artist
Rebecca Morton Leo Burnett Sydney Client Service Group Head
Neil Duncan Leo Burnett Sydney Senior Business Director
Emily Taylor Leo Burnett Sydney Senior Planner
Filipe Oliveira Leo Burnett Sydney Art Director
Anne Lau Leo Burnett Sydney Copywriter

Describe the creative idea

People’s biggest peeve with their current phones is poor battery - they feel anxious when their battery is low. So, to promote the PowerShare feature of the Galaxy S10, we created PowerShare Stations - custom built bus shelter ads that used the exact same tech as the Galaxy S10, so people could charge their phones off them, wirelessly. To drive people to our PowerShare Stations when they needed it most, we created dynamic mobile ads that targeted competitor phones and used battery detecting technology, so we knew the exact battery level of their phone and tailored the message accordingly. Through geo-targeting, we then gave them directions to their closest PowerShare Stations, which we placed in CBDs all over Australia so commuters could get a boost after a draining day and relieve their low battery blues. And in the spirit of sharing, we didn't mind if they didn't have a Samsung.

Describe the execution

We implemented 10 PowerShare Stations at bus shelter outdoor across 3 main Australian cities (Sydney, Melbourne and Brisbane), many of which were in close proximity to Apple stores, our main competitor. Dynamic mobile ads that used device detecting technology to know how much battery the target had left and used GPS proximity and maps to guide them to the closest PowerShare Station to recharge. The campaign ran for 12 days between the 19th March to April 1st 2019. Over 4500 people visited the Adshels for a charge up in just 10 days.

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