Why is this work relevant for Brand Experience & Activation ?

It is relevant for brand experience and activation because the ads directly engaged our audience with tailored messages that activated a response where they could physically engage with the brand and the feature of the phone we were promoting . The battery detecting banners targeted competitor mobile devices that were low on battery with a tailored message that used GPS to guide them to our brand activation - the PowerShare station adshels. There, they physically engaged with our ad and the feature we were promoting, by being able to charge their phone off the adshel.

Background

We all know that feeling of anxiety we get when our phone is low on battery. Our research showed that consumers biggest grief with older phones and competitor phones is their low battery life. Which is why the Samsung Galaxy S10 with PowerShare has a battery so powerful, you can share it. Our task was to promote the new PowerShare feature in a relevant and engaging way in outdoor and digital/mobile. The objective was to raise awareness for PowerShare and demonstrate how the new feature works.

Describe the creative idea (20% of vote)

We created the PowerShare Stations - custom built outdoor 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 were low on battery and thus feeling especially anxious, we created dynamic mobile ads that used battery detecting technology, so we knew the exact battery level of people’s phones 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.

Describe the strategy (20% of vote)

The strategy was to target competitor phone users when they needed it most, by offering relief to their low battery anxiety with our PowerShare Stations, courtesy of the Samsung S10 – the phone with a battery so powerful you can share it. We did this with battery detecting technology mobile ads that specifically targeted competitor model phones, and proximity special build bus shelter outdoor, placed in the CBD (and near Apple stores), just when our target needed a charge - on their commute home. The banners could read the exact percentage of battery the audience’s phone was on and tailor the message directly to them. Our messaging strategy on the mobile banners emphasised the anxiety we feel with a low battery, and emphasised how the Samsung S10 is happy to share their powerful battery with them, even if you don’t own a Samsung phone.

Describe the execution (30% of vote)

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.

List the results (30% of vote)

Over 4500 people visited the Adshels for a charge up in just 10 days.