Media: Mobile Activation, Video ads, Social
Year: 2016
Giant tears of laughter faces? Poo-shaped meringues? While the conventions of mobile phone marketing might dictate hyper-stylised glamour shots of phones and lists of specs, this campaign was all about the fun. My favourite part was when a colleague overheard a stranger in a cafe talking about it, saying "Apple never does anything this fun."
THE BRIEF: To improve brand sentiment amongst Samsung Galaxy owners in the lead-up to the launch of the Galaxy S7, and in doing so, increase their likelihood to stay in the Galaxy family.
THE INSIGHT: Once, the things we valued most about our smartphones was design, tech features, apps. But now what we value most is that we use smartphones to express our experiences and our emotions.
THE IDEA: To demonstrate that Samsung Galaxy phones bring the way we express ourselves and the way we communicate to life, we literally brought emojis to life – by delivering real-emojis exclusively Samsung Galaxy users through Uber.
EXECUTION:
Partnering with Uber, we pushed an app update directly to Galaxy phones. When Galaxy users opened the Uber app, they could see emojis moving around the app.
Those who ordered emojis on their phones were visited by real-life emojis, who delivered them emoji-themed gifts
The social buzz created by this activation was backed by emoji-themed online content which ran over the following month.
RESULTS:
- 30% of those who engaged with the campaign via the Uber app shared on social
- Over 80% positive social sentiment amongst our audience
- Organic reach on social spread to over 1 million Australians
- The campaign generated an 11% increase in brand advocacy measures
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