Electronics

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.

2015 BRONZE

Selfie

Looking to ramp up appeal among Women and Millennials, we delivered the Oscars' first ever product integration, featuring Ellen using a Samsung Galaxy Note 3 for an epic celebrity selfie. It was a record setting moment, with 3.4 million re-tweets overwhelming and crashing the Twitter platform. Pop-cultural impact and social engagement was phenomenal with over 4.8 billion impressions, generating a huge earned media value for our client, a lift in likelihood to recommend Samsung and a gain in market share among women relative to Samsungs primary mobile competitor.

Brand: Samsung
Client: Samsung Telecommunications America
Agency: Starcom MediaVest Group
Language: English

2014 SILVER

iPad mini Launch

When iPad mini launched, competitors had flooded the tablet market with small, cheap devices that offered compromised experiences. How could iPad mini avoid being likened to the competition, or even worse, as a compromised version of the original iPad? The solution was to shift the conversation from 'big vs. small' to 'real vs. not' in order to show that regardless of size, there's only one iPad. Consequently, iPad mini captured 57% of the small tablet market within months of launch and brought more first time buyers into the tablet category.

Brand: Apple
Client: Apple, Inc.
Agency: TBWA\Media Arts Lab
Language: English

2013 SILVER

The Next Big Thing is Already Here

In 2011, Samsung had a great product but a brand problem. No one saw the Samsung Galaxy II as an industry-leading innovator. We set out to build innovation equity for Samsung and establish it as the alpha Android brand. To do this, we challenged the category leader turning the Smartphone debate into a two-horse race. As a result, we dominated online conversation, becoming the #1 Android OEM, increased innovation and purchase intent perceptions and increased Facebook fans by 433%.

Brand: Samsung Mobile USA
Client: Samsung Telecommunications America
Agency: 72andSunny
Language: English

FINALISTS

Samsung Samsung’s American Dream: Taking Foldables from Social Suicide to Apple Antidote

ARCTIC ARCTIC - FORGOTTEN, THE MOST SUSTAINABLE BRAND FROM YOUR WARDROBE

stc Expect the Unexpected