Direct > Use of Direct Marketing
SHAKEDOWN
FROM STOCKHOLM WITH LOVE, Stockholm / SAMSUNG / 2010
Awards:
Overview
Credits
Overview
BriefWithProjectedOutcomes
In two rounds, we put 70 mobiles on a glass-table high above a concrete floor and a water-tank. The vibrators were switched on, and each phone got a number. Our cameras filmed the set-up and we streamed live to a website, where people could follow the action from different angles. Now people could call anyone of the mobiles, to try to vibrate it over the table-edge. If your call caused a mobile to fall, you won that particular mobile. Anyone could call the mobiles after they fell onto the concrete or into the water, to check that they still worked.
ClientBriefOrObjective
We targeted new target audiences; young internet-savvy people who had not yet considered the benefits of a damage resistant mobile. Sometimes words don’t measure up when you want to convince your target audience. The only way they will believe you is by actually testing it for themselves. The solution was to let the consumers test the toughness of the mobile, in front of a highly engaged audience. By using a media combination of mobile and web, we were able to let the consumers demonstrate the product benefits for each other, whilst at the same time engaging in a live-race.
Effectiveness
The impact on sales was astonishing. The campaign was launched late october. Within two months sales had increased by almost 100%. No other marketing efforts took place in Sweden at the time.
Number of B2100 mobile phones sold in the Swedish market 2009:October: 7,704 November: 12,499 December: 15,245Direct Response:Each campaign round generated over 30 000 calls to the mobiles. Average time spent on the website was over 12 minutes.
Relevancy
Seeing is believing. Samsung B2100 is a damage resistant mobile with extreme strength. It can fall into water or smash into stone without being harmed at all. This sounds unbelivable, so instead of telling people about it, we allowed them to test it for themselves.
Samsung always push limits when it comes to product performance. At the same time the experience for the user is always at the heart of the brand. Samsung Shakedown demonstrates how the product is capable of surprising you in terms of performance and keeping you entertained and engaged on an emotional level.
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