Galaxy Note 5: Fill the Banner

 
Campaign Summary

Samsung is one of the leading technology providers in Turkey. To promote the launch of the new Galaxy Note 5, the brand's first smartphone with a stylus pen, it showcased the product's new capabilities with an innovative mobile banner ad campaign. Samsung invited users to draw their own designs on blank mobile banner ads, engaging consumers in a fun way while also demonstrating how much easier using a phone with a stylus could be.

Strategy

Objective and Context:

To demonstrate the new product innovations of the Galaxy Note 5, Samsung wanted to show how the phone's functional S Pen could make consumers' lives easier. It did this by testing users' creativity and pushing the limits of their imagination

Target Audience:

Samsung's target audience for this campaign was iPhone users and Samsung users with older Galaxy models in Turkey.

Creative Strategy:

The idea for the campaign was to create blank mobile banner ads and invite users them to draw on the empty areas for a chance to win a Galaxy Note 5.

Execution

Mobile Execution:

After being shown blank mobile banner ads, users were invited to draw their own designs on the empty spaces. The drawings, which were approved in real time by a moderator during the campaign, were then shown to different users in the same area. Those who participated were invited to connect to their banner ads via Facebook so they earned points toward winning a Galaxy Note 5. To receive their points, participants just had to answer one simple question: "Why should the Samsung Galaxy Note 5 be mine?"

By creating a mobile media campaign, Samsung's target audience was not only informed of the new product but also had a chance to realize how useful it could be. In addition, most users shared their drawings on their social media channels, so Samsung was able to capitalize on user-generated content and increase the impact and reach of the ad.

Results (including context, evaluation, and market impact)

During the month-long campaign, more than 1.5 million people saw the empty banner ad and more than 100,000 users interacted with the banner. Thousands of approved drawings were over shown seven million times to other users, driving incremental interaction. Users who filled in the banner ads spent quadruple the time interacting with the ad compared to other standard mobile ad banners.


Categories: | Industries: | Objectives: Mobile Native | Awards: Finalist