http://www.samsung.com/au/samsungsound/
Challenge: When it comes to high-end audio, Samsung have zero history, and therefore zero credibility. Young, savvy audiophiles simply didn’t take Samsung seriously in the face of established brands such as Sonos and B&O. So how to get these cool kids to listen?
The Idea: Partnering with Flight Facilities, Cloud Control and Jinja Safari, ‘Samsung Sounds’ was a content driven, socially -enabled experiential campaign that personified the Samsung brand in a way never done before. Each content piece enabled viewers the opportunity to apply for one of a limited number of tickets to see each of the 3 artists live, held exclusively in an undisclosed location, by sharing the piece with key friends.
Results: So far, showcased at Apple’s internal Brand Conference as a benchmark example of content Established double digit share of category during campaign period, $570,000 in earned advertising
Role: Lead Agency/Creative Lead
120 sec hero web-film/TVC
120 sec webfilm F/F PRT1
As the second phase of the campaign we traveled to LA to shoot Cloud Control in a way no fan would have seen before, the piece shows a band hunting out the most sound effective rundown locations to sample their new tracks. (Webisode 2 to be release to align with the second concert)
Full digital plattform and integration to support the campaign
Get On The Guest List promotion would see consumers enter a virtual online door list, the more they share, the higher they go, stop sharing and run the risk of dropping off the guest list.
Ambient street projections targeting music events
A2 & AO Street posters and instore driving to the content page
Media partnership with Pedestrian would see a social campaign created "Editor At Large" to support campaign and offer one young Australian the chance to be the official blogger for the campaign. A series of live events would be won through purchasing one of the new SamsungSound Speakers.Promoted socially and in store
Opening campaign concert Flight Facilities
Second concert Jinja Safari
