The job was to launch the new Samsung Galaxy Tab S2 tablet using traditional online media.
The challenge was that 70% of people have a competitor tablet (mainly the iPad) and don’t feel the need to upgrade.
The opportunity was that we knew that 16 million Australians watch entertainment on their personal devices.
With this in mind, our online ads used device detecting technology to directly target people while they were using a competitor personal device (iPad, iPhone etc) to deliver the message that only the Samsung Tab S2 has a screen worthy of high quality entertainment.
So if you’re not using a Samsung Tab S2, the people who create entertainment (directors, actors etc) will be upset that you’re watching all their hard work on an inferior screen.
Our online spot looked like a piece of high quality entertainment –a trailer for the popular show, Game of Thrones - and used an actor from the show famous for only saying one word, finally speaking up against inferior screens. Thanks to the device detecting technology, he knew whether you were watching it on a competitor phone, desk-top or tablet and tailored his tantrum at you depending on the specific device. An innovative way to use existing technology within the online media space.
It was highly successful, resulting in a 10% increase in market share, over 58 million impressions, and reaching over 4.7 million personal devices in a contextually relevant and targeted moment.