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.

2023 GLOBAL GRAND CONTENDER

4 Features. 4 Films. 4 Genres.

A big brand challenge with a big consumer challenge: In Egypt, Samsung needed to accelerate growth with the launch of the new S21 and its camera features, selling to young adults consuming social media heavily and rejecting typical advertising on those channels. An unexpected approach leading to an effective campaign: A branded content series, featuring a real-life celebrity couple, entertained and cleverly, unexpectedly and subtly showcased the distinctive camera features of the new S21 to deliver +150% sales during campaign period and +140% sales over a 12-month period.

Brand: Samsung
Client: Samsung MENA
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

2022 SILVER

‘Exposure’ on Hulu

Samsung was struggling to break through to 18-29 year olds as Apple’s Shot on iPhone campaign cornered the market on mobile photography—despite Samsung’s superior camera. When features aren’t enough you, need to make consumers stars of the show, literally in this case: Enter Exposure, the first smartphone reality competition show that lets creators’ stories shine. We partnered with Hulu to produce a series that dramatized the incredible feats of 8 creators and uncover the human stories behind the photo.

Brand: Samsung Galaxy
Client: Samsung Electronics America, Inc.
Agency: BBH Entertainment (BBH USA)
Language: English

2021 SILVER

Samsung Microcodes

Our challenge was to sell the S20, Samsung’s most expensive S series phone ever, at a time when excitement around new phone launches was dwindling. Like all major Samsung launches, price, product, placement and promotion were all directed by global HQ playbooks. Using an ancillary budget of 300k, we created an immersive product demonstration by hiding Microcodes inside the global creative and challenging audiences to find them. We’ve isolated the effects of Microcodes within the broader media mix and demonstrated that a tiny idea generated gigantic results: an incremental $3.49m.

Brand: Samsung
Client: Samsung
Agency: CHE Proximity
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