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.

2021 SILVER

Create With Galaxy

Samsung was lacking in brand affinity with the youth; our one sided ads weren't cutting through. So instead of speaking at them, we invited them to co-create a campaign together. We created an original song that acted as a rally cry to all the creators. The song became a streaming hit. People heard us and actively participated, creating over 4500 pieces of unique content. Most importantly, purchase intent grew by 41% and market share increased by 7.87%, with Samsung surpassing its biggest competitor, Apple.

Brand: Galaxy Devices
Client: Samsung Gulf Electronics
Agency: Cheil MEA
Language: English

2021 BRONZE

Reno4 - Unboxing Tunisian's Passions

In Tunisia, Oppo, a challenger brand, ranked #4 in market share and seen as a Chinese brand, needed to win relevance with Tunisian youth, and launched Oppo Reno4 with very innovative features. To highlight its competitive advantages we didn’t do a typical product campaign Instead, we created unboxing demos to show the unique benefits, created by influencers who Tunisians loved. Through real stories, they unboxed their Oppo Reno4 and unboxed their passions. Using influencers purposefully, Oppo  earned attention. And earning attention, we impact the mobile category and grew market share.

Brand: Oppo
Client: Oppo Tunisia
Agency: FP7 McCann Tunis
Language: English

2021 BRONZE

Social Distancing Sweater

COVID-19 had forced us to be apart. But by the 2020 holiday season, we were really having trouble staying apart. As the consumer electronics brand that stands for effortless protection and safety, SimpliSafe saw an opportunity to help. The SimpliSafe Social Distancing Sweater was the world’s first holiday sweater designed to help families be together, but at a safe distance. We earned 2.9B media impressions, worth $27M in ad equivalency, broadened SimpliSafe’s reach, and drove conversion nearly 6X above the performance marketing benchmark.

Brand: SimpliSafe Home Security
Client: SimpliSafe
Agency: MullenLowe U.S.
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