| Title | POWERSHARE STATIONS |
| Brand | SAMSUNG |
| Product / Service | SPECIAL BUILD OUTDOOR |
| Category | B02. Native & Built-in Feature Integration |
| Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
| Idea Creation | LEO BURNETT SYDNEY, AUSTRALIA |
| Media Placement | STARCOM Melbourne, AUSTRALIA |
| Media Placement 2 | JCDECAUX AUSTRALIA Sydney, AUSTRALIA |
| 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 |
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.
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.