Brief:

In 2013, Swisscom and Samsung joined forces to launch the Samsung Galaxy S4 Smartphone in

Switzerland. The task was to create a buzz around the new device and leverage earned media to

reach the masses and attract new customers.

Strategy:

We built an experiential campaign on one of the Samsung Galaxy S4's leading new features:

Eye-tracking technology. We got our audience to engage and interact with the new Galaxy S4 by

challenging them to a staring contest.

We placed the new Samsung Galaxy S4 at the very center of the campaign, and built an

interactive experience that no other Smartphone could deliver.

By creating an experiential event in busy consumer zones, the audiences were able to engage

with the new technology in a simple and entertaining way. And a live link to the web allowed more

people to follow and interact via desktop and mobile.

A Youtube film documenting the S4 staring contest circulated through the online mobile blogs and got Switzerland's attention via mainstream news media.

Eye-tracking technology inside the S4 makes it the first Smartphone that knows when you're watching. We placed the S4 in a special CLP billboard at key locations across Switzerland ?

inviting people to stare at the phone for 60 minutes to win it. But during the 60 minutes players

were challenged by a series of distractions ? professional actors doing their utmost to create a

scene and steal the attention from the S4.

Live Banners streamed the contest to major Swiss websites bringing the audience to a special

microsite where they could be part of game and win the S4.

4.1 million views, 20,040 likes and 139,577 of Youtube Video

?1.5 million views of event live stream

?151,000 interactions on the microsite

?ranked #3 on the Global Viral Video Chart 2013 (cw 23)

?ranked #1 on Mashable Global Ads Chart (Unruly / 04.06.2013)

?Featured on The Huffington Post, Gizmodo, Mashable, CNN Money, Forbes, Fortune, Business

Insider, AOL TV News, RTL TV, LiveLeak, Pocketlint, Droid Life, Mobile Review, Phandroid, What's Trending? amongst others.

?Over 12 Million Ad Impressions in Switzerland

?1 in every 3 Swiss people helped

?S4 reach 'Bestseller' Status in Swisscom store.