S6 EDGE CAMPAIGN

Mai 2015

Bakgrunn

• Lansering av flaggskiptelefonen S6 Edge! Iphone-dødaren…

• Aktivisering og engasjement utenfor teknomedier.

• En av flere kampanjer. • Nordisk • Timeframe: Helst i går.

Mai 2015

Utfordring

• Den globalt styrte kommunikasjonen til SAMSUNG er ofte lite tilpasset nordens preferanser.

• Gjerne i overkant teknisk, råflott og seriøst. Lenseflare, megahertz og pixler.

1. Triggerpunktanalysen

INSIGHT #1 Phones aren’t about technology anymore.

INSIGHT #2 We don’t just own a phone

- we have a relationship with it.

It’s the first thing we see when we wake up, and the last thing we look at before we go to bed. What we reach for when we are bored,

feel unsafe or need to know something…

INSIGHT #3 We launch our new flagship phones in the spring.

- The nordic season of energy, renewal - and love…

STRATEGY The new S6’s are built on real human insight, not just technological

advancement. We want to use that. To put some passion, understanding and personality in our phone.

Energy + Renewal + Relationships

= «THE SEASON OF EXCITEMENT»

CREATIVE CONCEPT

MOVE

SAMSUNG S6 PRESENTS:

MOVEWHAT

A campaign focusing on how to get over old, boring relationships. With phones.

Debunking phone myths and showcasing smart new S6 features in a more funny, entertaining and human way.

WHY It’s spring! People want to experience new and exciting things again.

They want to be better versions of themselves - and we want to inspire people to experience some positive change.

Technology shouldn’t stand in the way of real relationships, real experiences.

(And we want to use the spring momentum to strengthen an already growing feeling of boredom towards our main competitors…)

Engasjerende innhold

S6 EDGE CAMPAIGN OVERVIEW «Move On»

1 THE

INTERVENTION

April

Attention

3 THE FIVESTEPS

Ambassador program

2 PHONE OR PARTNER?

Consumer activation

4 RELATIONSHIP

BOOSTEditorial support

Gjennomføringen

1. THE INTERVENTIONWHAT: WE KICKSTART THE CONVERSATION BY RELEASING A

PARODY AD CONFRONTING PEOPLE WITH THEIR RELATIONSHIP ISSUES.

2. «PHONE OR PARTNER?»CONSUMER ACTIVATION

«PHONE OR PARTNER?» Highlighting our level of relationship with phones. An easy A or B quiz

containing quotes that could describe both your relationship to your phone and your partner. The answering options are always ‘Phone’ or ‘Partner’.

”The first thing I look at in the morning and the last thing I touch before I go

to sleep” "When we're apart, I can’t think of anything else!”

“When we’re together I can share my innermost thoughts without being scared of the reaction”

“I love that we share the same taste in music” “I love it when we’re working in the kitchen together” Reference: ikeaordeath.com

The quiz is created in an online quiz

generator to be easily set up and

shared in Social Media. Content and

C2A to be shared through social

media (Twitter, Instagram, Facebook)

3. THE FIVE STEPS AMBASSADOR PROGRAM

4. RELATIONSHIP BOOST EDITORIAL SUPPORT

«THE S6 RELATIONSHIP BOOST» Editorial support, with research and surveys supporting the «human

needs» of phones. SAMSUNG’s People Edge innovation focus. How and why technology should support real relationships and real life, instead of

standing in the way of it.

«76% think it’s rude to check the phone in social settings. That’s why it should be easier to know when you need check your phone, and when to

leave it alone.»