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Corporate Name of Client: Samsung Australia
Head of Client Services: Amanda Quested
Client Account Director: Ian Bell
Client Account Manager: Michelle Carter
Client Marketing Director: An Le
Agency Account Director: Brendan Swansborough
Agency Planning Directors: Russell Mitchinson/Emily Taylor
Agency Planner: Jack Spicer
Agency: Leo Burnett, Sydney
Global Chief Creative Officer: Mark Tutssel
Executive Creative Directors: Grant McAloon/Vince Lagana
Creative Group Heads: Adrian Ely/Nigel Clark
Copywriter: Nigel Clark
Art Director: Adrian Ely
Agency Producer: Rachel Devine
Production Company: MindsEye, London
Director: Peter Lydon
Producers: Max Yeoman/Jonny Knight
Director of Photography: Nic Sadler
Digital Company: Leo Burnett, Sydney
Chief Digital Officer: Kieran Ots
Digital Producer: Chris Summers
Technical Developers: Keong Seet/Farham Amjad
Digital Designer: Janifer Wong
Post-Production Company: Filament, London
Post Producer: Pippa Halfnight
VFX Company: Filament, London
VFX Supervisors: Hani Alyousif/Richard Nelson
CG Artist: Richard V Nelson/Frank Eagan
Additional Effects By: Hani Alyousif/Jamie Crofts
Editing Facility: Final Cut, London
Editor: Suzy Davis
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.