Samsung Galaxy | SOS Island

Insight

Photos exist to capture important moments, but now more than ever, they also exist to show off what you are doing to the world. But if the photos you’re taking aren’t good enough, who are you going to impress?

Enter the Samsung GALAXY NX Camera and GALAXY S4 Zoom camera smartphone. These new Samsung connected cameras enable people to take amazing photos and immediately share them with social circles, just like your favourite smartphone. 

The benefit of picture quality is clear, but the problem is no one knows these better options for capturing and sharing unbelievable photos exist. Starcom MediaVest needed to show Millenials obsessed with sharing pics to gain social cred what the Samsung cameras could really do -- take pics that will make their friends’ mouths drop with envy.

Strategy

In this age of social media, the line between what is real and what is “reality” no longer exists. Today’s technological advancements enable us to seamlessly capture every beautiful moment of our lives, and share them with our world at the click of a button. While this offers our connections an unparalleled view into what we do, what we capture actually becomes vicarious life experiences for all of our friends.

As a result of this, experiences worth sharing have become our social currency. A unique experience is worth the world to a friend longing for an adventure they never imagined possible.

So when Samsung asks people to purchase GALAXY S4 Zoom and GALAXY NX Cameras, it is really asking them to be generous with their lives. To capture and share those meaningful moments; because those moments are likely just as meaningful to friends.

Execution

Samsung gave 16 people a chance to truly feel what it was like to experience “reality” by creating Samsung SOS Island, a real-time survival competition show set on an uncharted tropical island. Each contestant was chosen based on their application video posted to YouTube, social media influence and previous outdoor experiences. After an intensive week of training with survival expert Les Stroud, contestants were narrowed in half and relocated to the island to take part in team challenges aided by Samsung GALAXY S4 Zoom and GALAXY NX cameras.

Contestants captured the experience on the Samsung devices and immediately uploaded to their social network and Samsung’s followers to watch their journeys unfold online and vote for their favourite contender. Contestants participated in challenges like building a shelter, water purification and food foraging while they interacted with their followers on social media to drive more votes. After 12 challenges and 100,000 total unique votes, Graham Hughes was crowned the victor of SOS Island.

People watched the show online via the website and YouTube, on mobile and even on Xbox Live, making SOS Island a truly platform agnostic entertainment experience. Live streaming of challenges helped create deeper real time interaction with viewers. Plus, SMG leveraged Facebook, Twitter and YouTube in real time to drive conversations from the ground up, including a first-ever real time “Promoted-Tweet-in-Display” banner unit to give contestants’ tweets scale outside of Twitter. Other prominent publishers’ websites and influential blog sites helped create rich editorial content about the show, driving the conversation further.

Results

Through SOS Island, Samsung gave people the chance to experience something truly unique: a vivid and beautiful world through the connected capabilities of the GALAXY S4 Zoom and GALAXY NX camera. Before the island journey even started, it received 11,500 applications from over 132 countries around the globe before narrowing down to the 16 contestants, thanks to PR and social media campaigns. After the videos were distributed, nearly 18 million minutes were watched by viewers around the world. 

Plus, SOS Island resulted in enormous scale with nearly 4.1 billion total impressions globally and the earned media value received nearly doubled what was paid. Through 1.6 billion paid media impressions, 2.5 billion more impressions were earned through press coverage and social media postings from Samsung and the contestants. @SOSIsland was mentioned nearly 750,000 times on Twitter and through comments and likes on Facebook.

Now, people actually know about the cameras. Awareness rose by up to 12% in key markets.

BRAND:

Samsung Galaxy

BRAND OWNER:

Samsung

CATEGORIES:

Electronic Goods

Entertainment

REGION:

Australia

France

Germany

India

Indonesia

Italy

Korea, North

Korea, South

Malaysia

The Netherlands

Philippines

Russia

Singapore

South Africa

Spain

Sweden

Turkey

United Arab Emirates

United Kingdom

United States

DATE:

August - December 2013

AGENCY:

Starcom Mediavest

MEDIA CHANNEL:

Integrated,Mobile,Online

Welcome To The New Age Bentley

Insight

Traditional, conservative and old fashioned; once a quintessentially British classic, Bentley was losing its spark. There is no doubt that Bentley offers an unparalleled luxury experience; whether it’s the beauty of the paintwork, the crisp smell of the supple hand-stitched leather interior or the satisfying sound of the key as it slides into the ignition.

For many though, the brand had lost the emotion and passion that once made it so iconic. Online, bloggers were asking: “Where’s the spark? When was the last time Bentley did anything worth getting excited about?” 

An old-fashioned image was attracting older buyers. Bentley’s mature customer base did not reflect what was happening in the luxury market. A new breed was emerging:  young, extremely wealthy car buyers hungry for unique experiences.

Put simply, it needed to stop talking to Prince Charles and instead, speak to Prince Harry and his wealthy friends: a group of independent, ambitious and technologically engaged trendsetters.

Strategy

When it came to solving Bentley’s image problem PHD knew it had to change decades of ingrained media habits; it was a case of go big or go home.

So, for the first time ever, the agency steered Bentley away from niche, classic car magazines and partnered with a powerful, young consumer brand: GQ - the most successful title in the men’s upscale publishing market. GQ’s scale (presence in key markets UK, China, US, Germany and Russia) and it’s forward facing approach to fashion and luxury would help PHD express Bentley’s new vision to a young, wealthy Prince Harry-esque audience. GQ’s portfolio of products (strong digital and mobile assets as well as the magazine itself) would ensure that tech savvy prospects could engage with Bentley content in a variety of formats on their device of choice.

Execution

Together, Bentley created a 24-page bespoke supplement filled with inspiring content, exploring the new rules of modern luxury. Released within GQ’s June issue, “GQ Deluxe” content was focused around three subjects: Luxury Destinations, Objects of Desire and the New Connoisseurs.

The printed edition hit newsagent shelves on May 2, 2013 with enhancements and added interactive functions bringing the content alive through the tablet edition at the same time.

A Bentley “New Luxury” hub was created online, running within the GQ site for three months. The hub hosted selected content from the print supplement and highlighted the unique personalisation experience offered by Bentley. A bespoke online video created by GQ showed the Bentley factory and personal touches available to tailor your very own Bentley. Online display across the GQ.com platform drove visitors to the hub, while presence on both Bentley and GQ’s social media channels further fuelled engagement through a share functionality and links to the Bentley site.

Results

The campaign objective was to deliver high engagement levels, generate visibility for the brand and get conversations started with a younger audience which is exactly what was achieved.

The target audience have been busy searching for more information. In the UK, 1 in 10 who visited the hub clicked through to explore the Bentley site. The quality of the content meant that people were super engaged, with the average visitor spending 1.38 minutes on the hub (vs a luxury brand benchmark of 54 seconds). Over 54,000 have watched the bespoke video – equivalent to the capacity of the Olympic Stadium! Crucially, the content was something that people wanted to share, achieving 10,000 likes and shares across Facebook and Twitter.

An additional 50,000 reprints were distributed to Bentley’s global dealership network to introduce the new luxury experience to potential buyers. All in all the campaign was triumphant and with success across all of its key markets, Bentley’s new luxury message has now reached 17 million key prospects – an exponential shift in coverage versus previous campaigns!

BRAND: Bentley

CATEGORY: Automotive

REGION:

China

Germany

Russia

United Kingdom

United States

DATE: June - December 2013

AGENCY: PHD

MEDIA CHANNEL:

Online,Print

NET-A-PORTER| Net-a-Porter Live

Insight

NET-A-PORTER is a global phenomenon and the world’s premier online retailer of high end fashion. It sells more Gucci dresses, Louboutin stilettos and Chloe handbags than any other retailer in the world.

Its customer base is the world’s most in-touch connected fashion audience. The NET-A-PORTER audience consists of grade-A fashionistas with both the passion and the funds to buy the most sought-after premium brands in the world. While they may enjoy reading about the latest trends in magazines and online, what they love most is finding out what their peers are buying – no matter where they are based in the world. Ultimately, they want to know what people actually wear, not just what they see on the catwalk and what retailers show them.

Strategy

To help NET-A-PORTER fashionistas uncover what their peers are wearing around the globe, Havas Media decided to open up the NET-A-PORTER buying engine to consumers and, in doing so, showcase the world’s hottest fashion trends.

The agency transformed the NET-A-PORTER ecommerce site into a content generation platform, revealing the styles that are trending around the world based on what NET-A-PORTER customers are buying in real-time. The result was NET-A-PORTER Live - which enabled NET-A-PORTER shoppers to see which Lanvin shoes are selling in Paris compared to London or Rome as they are purchased on the site.

Execution

The first step was to fuse Google Maps API with NET-A-PORTER’s database of customers and stock codes, allowing the agency to match the product being purchased with the location of the buyer. NET-A-PORTER staff and consumers alike could then watch in real time as a shopper from Helsinki in Finland bought a Mulberry dress, while another in Saudi Arabia splashed out on a Valentino handbag.

The next stage was to share this mesmerising feature with potential new customers. The NET-A-PORTER Live feed was integrated into online banners in five key markets with partners including Vogue, Tatler and Harper’s Bazaar. The high-net-worth visitors to these websites could see the live Google Map in the display banner, showing the latest fashion purchases by their peers across the globe. Those who saw the NET-A-PORTER Live Feed in a display banner were then able to browse items in the ad unit and ultimately make a purchase.

Results

The NET-A-PORTER Live campaign set the brand apart from its luxury retail competitors and raised the bar for online customer experiences. It delivered an ROI of £11 ($18) for every £1 ($1.67) spent, with a click-through rate of 50% a marked improvement on usual performance. The creative also proved 70% more efficient than the average in terms of engagement. A remarkable 60% of all sales driven by the campaign were from new buyers. To put into terms a NET-A-PORTER customer would understand, the total additional revenue generated was the equivalent of 2,500 pairs of Jimmy Choos or 1,700 Prada handbags.

BRAND: Net-A-Porter

BRAND OWNER: Richemont

CATEGORIES:

Accessories/Clothing/Footwear

Luxury Goods

REGION:

Australia

France

Germany

Russia

United Kingdom

DATE: August - October 2013

AGENCY: Havas Media

MEDIA CHANNEL: Online

Franklin | Masterdog

Insight

Between 2008 and 2012, the pet products market in Chile, including food and accessories, grew by 37% because of the change in the relationship between people and their pets. Today, more than ever before, there is a greater concern with delivering more tailored pet products with top notch quality and variety, such as balanced diets, clothing, personalised accessories and various other perks that people give to their pets which almost humanise the animals: grooming salons, gifts, toys and even vacation. People today consider their pets another member of the family.

The insight for this campaign was based on the milestone that many newlyweds take before having a baby: owning a dog. This is the time. When the man and woman begin the division of tasks and chores, they take on their first shared responsibilities in their lives as a couple and they embrace the feeling that someone else depends on them. The dog becomes the centre of attention and they start their new routine: Feeding, walking, grooming, etc. So Masterdog’s brand challenge was to become the catalyst for this unconditional love that people have for their pets, through a communication that positions the concept of “Dog Lover” embedded in your DNA.

Strategy

Masterdog’s communication strategy is anchored in this insight, the moment when people and especially a couple become “Dog Lovers”, or “New parents”, simply when they make their new pets part of their families.

One of the most successful late night series on Chilean TV “Single Again” featured as protagonists a newlywed couple, which fitted perfectly with the consumer insight. Now all they needed was a dog in their lives!

The first challenge was to convince the writers to include a pet in the plot of the story. Once Initiative knocked down that barrier, it gave life to “Franklin“, the mega cute, furry leading character of “Single Again”. The script then transformed the fun couple Zamir & Fabiola, into a pair of adorable “dog lovers”, they were now new parents “to Masterdog´s Franklin”.

During the soap opera, Masterdog took centre stage in Franklin´s daily routine and certainly one of the most important times of the day for any puppy: Feeding time. Samir and Fabiola fed Franklin with Masterdog food. Sometimes, even Franklin came into the scene with a Masterdog food package in his mouth to be fed by its owners which added even more “Awwww” moments to the series, making a direct connection with the audience.

Execution

Once Masterdog was officially in the writer´s mind, Franklin seamlessly became part of the story. After many difficulties to conceive, Zamir and Fabiola adopted Franklin as their new, and first “baby”. The content was so well received and embedded into the script, that the presence of Franklin lived throughout the entire first season and made it to the list of 2013´s most-watched series. In addition to the branded content component in “Single Again”, the Facebook Fan Page of Zamir and Fabiola featured a photo of Masterdog´s Franklin positioned right next to the product, which yielded very good interaction and positive feedback from the social community, proving Franklin´s increasing popularity.

Franklin´s success with the public allowed Masterdog to transform the brand image of its campaigns to three new products launches (extension line). All three launches featured Franklin in the advertising material and collaterals, helping to strengthen the brand´s positioning achieved with the popularity of the TV show. The appearance of Franklin across mass media was spontaneous: his popularity generated interviews with his TV parents Zamir and Fabiola, and features with his coach and the series director, who referred to Franklin as "actor ad honorem".

Results

Following the campaign there was a general increase in all of Masterdog’s KPI´s: Brand and Sales: +10.4% in the share of sales volume (Nielsen ) +6 points overall TOM (IPSOS).

Franklin gained huge awareness and association with the brand, highlighting that 90% of respondents associated Franklin with Masterdog and over 30% spontaneously identified with the brand message around close, family-like pet-owner relationship.

The Zamir and Fabiola Facebook page gained a total of 2,511 likes and 34,000 visits with Franklin´s first appearance on the show. Top of mind soared from 12% to 33% once the campaign was over. In addition, Franklin´s YouTube channel received 15,000 views during the course of the campaign.

BRAND: Masterdog

CATEGORY: Pet Care

REGION: Chile

DATE: August - December 2013

AGENCY: Initiative

MEDIA CHANNEL: Online,TV

Ventage #lebanese TVC’s

YES Detergent.





 Nido Powder Milk



 La vache Qui Processed Cheese

 


 Ray O Vac Battery
 

Maggi Cubes

   

 Kassatly Chtaura Syrup

Sara Guirado | Turning essence of Arabia into a brand

Personal branding describes the process by which individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leveraging it across platforms with a consistent message and image to achieve a specific goal. 

In this way, individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers, and build self-confidence.

Great brands lives for ever and never age!.

What ever you do to find out how old Sara is you will fail, not only because she is a woman and true ladies never tells , rather its how lively she gets with age.

Sara’s logo reflects more than a business brand , it shows its  business strategy – Solo, Mastering , Expert and Passionate.

Without effort i can get Sara’s brand values:

1. Open. with self and target group. See Faceboock business page <https://www.facebook.com/escueladanzasaraguirado >
2. Consistent. there is a strategy in sharing content from buildup to sustain
3. Emotional. on each touchpoint  content connects to others on a high emotional level.
4. Engage. the brand Engage with pride and good presence wich will drive to really building a powerful community. See Facebook page <https://www.facebook.com/saraguiradodanza>

without further analyses , you have to live the brand experience on Sara’s website to get a grip of why she is a great case study of Personal branding.

http://www.saraguirado.com/en/

As a brand Sara managed to  establish an inventory of core competencies, expertise, abilities, and existing level of recognition that uniquely differentiated her from others.

• Value Proposition: What do she stand for?
• Differentiation: What makes her stand out?
• Marketability: What makes her compelling?

Samsung | Art from Space

Content today is very much a social experience for users of mobile devices. Everyone is looking for new and more interesting ways to discover, create, engage with and share content. It’s a form of both self-expression and validation among their social network.

Combining the features of both a smartphone and a tablet, Samsung’s Galaxy Note represented a new category in mobile devices. It was new to the market, and Samsung’s target. Starcom needed to bring the creative power of the Galaxy Note to life, showing Samsung’s audience all the new features and giving them a taste of the creative possibilities it offered, while building the brand’s presence in social media.

To do this, Starcom created an event for all Samsung fans, scaling it into a massive PR and social experience, in the form of a tribute to one of The Netherlands’ greatest heroes.