Situation:

We needed to launch the Samsung Galaxy Tab S2 tablet with a digital idea.

The challenge was that 70% of Australians own a competitor tablet (mainly the iPad2) and don’t feel the need to upgrade.

Brief:

The brief was to deliver the message that with its pixel rich, super amoled screen, the Tab S2 has the best screen in the personal device market. And thus get people to upgrade to the Tab S2.

Objectives:

Shift Samsung tablet value market share from 25% to 30%

- 2 million online video views

- CTR of 0.5% on video assets

But ultimately the goal was to convince the 16 million Australians who watch entertainment on their iPad or other competitor device to upgrade to the Samsung Galaxy Tab S2.

We made an online trailer in the genre of Game of Thrones, and got the actor from the show famous for only saying one word (Hodor) to finally speak up against inferior screens. 

Leveraging the show and actor helped it spread through social media.

Thanks to the device-detecting technology, he knew what device you were watching the spot on and had a tailored tantrum at you for watching such an epic production on such an un-epic screen.

He knew whether you were watching on tablet, phone or computer and his message changed depending on the device.

The Galaxy TabS2 was then presented as the only screen worthy of the entertainment they love.

The online trailer was seeded through social media, used as pre-rolls, expandable banners and a trailer micro-site.