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

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

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

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